US: Molson Coors launches first bourbon brand - How many of its customers drink bourbon?

Alcohol beverage company Molson Coors is launching its first bourbon offering, ‘Barmen 1873’.  The company will pitch the new drink, which blends two types of bourbon, to its beer drinkers. 'Barmen 1873' will be cross-merchandised at select store locations with the brand’s Coors Banquet beer offering, to encourage a “Banquet and Barmen pairing in bars,” according to the Molson Coors.

In this piece, we examine the share of Molson Coors’ current customers and overall beer drinkers in the US who drink bourbon.

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 67% of Molson Coors’ customers drink bourbon and 71% of them tend to consume other whiskeys such as American, or Canadian varieties.

By comparison, among Americans who usually drink beer, just over half of them (51%) report that they consume bourbon.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

Photo by Thomas Park on Unsplash