POLL CONFIRMS YOUNG MEN BIGGEST BEER DRINKERS

MARYELLEN LO BOSCO

St LOUIS -- According to a recent Maritz AmeriPoll, 51% of Americans had at least one serving of beer in the past month.

Of those who drink alcohol, 84% drank a beer during the past month. The survey of 996 Americans over the age of 21 also found that the average number of servings of beer consumed monthly, among those who drink beer, is 18.7.

Men drink twice as much beer as women, according to the poll, averaging 22.8 servings a month, while female beer drinkers averaged 11.3 servings in the same period. Those drinking the most were between the ages of 21 and 24 (averaging 23.3 servings per month), while seniors drank 12.5 servings, the lowest by age group.

The majority of beer, 63%, is drunk at home. More than half of American beer drinkers say their household beer consumption is the same as it was last year.

Just over half of respondents said they could recall seeing or hearing a television, radio, print or billboard beer advertisement during the past month, with men having greater recall of beer ads than women (59% vs. 49%). Recall was highest among younger people, ages 21 to 34, at 60%.

Most respondents claim they are not influenced by beer advertising (88%), and 83% are not swayed by in-store displays. But price is a motivator, with 40% of drinkers saying that price is somewhat or very likely to affect their decision about which brand to buy. Most people based their choice of beer on brand (70%). Men are more brand-conscious than women (73% vs. 67%). Brand preference over price also tends to increase with income.

Maritz AmeriPoll is conducted by Maritz Marketing Research.