Beer in mind: Drinking moment brand winners 2024

Which beer do Americans reach for while watching sports? What’s their go-to choice for afterwork drinks or when out on a date?

Drawing on daily surveys in YouGov CategoryView, Beer in mind: Drinking moment brand winners 2024 uncovers generational drinking preferences and the beer brands that are winning 9 key drinking occasions.

The report, released November 19, 2024, is accompanied by on-demand webinar recorded on November 12.

What does this presentation cover?

• Demographics: Who are America’s beer drinkers and how to they compare to those who prefer other alcoholic beverages?
• Occasions & preferences: Discover which beers win big for nine key drinking occasions—from sports games and social outings to a quiet drink at home alone.
• Consumer behavior: Uncover where Americans buy their beer, how often they drink, and their reasons for choosing particular brands.
• Key drivers: Learn how factors like taste, price, and celebrity endorsements influence beer preferences, and see which brands outperform the rest in purchase consideration.

Among the findings:

• 64% of US beer drinkers drink alcohol when hanging out with friends, where Corona Extra is most considered
• Sweet, fruity, and citrusy beers are much more popular with younger Americans
• Americans aged 65+ care more about a beer brand’s reputation than price
• Guinness is the most considered beer among Americans making $150k+

Webinar speakers

Kenton Barello, Vice President of New Business Sales, YouGov

Kenton Barello is Vice President at YouGov America, with a focus on supporting Consumer Packaged Goods (CPG) and the beverage sectors. Kenton holds a Bachelor of Journalism from the University of Missouri and an MBA from DePaul University in Marketing Planning and Strategy.

Kenton brings over 15 years of expertise in harnessing market research to drive brand growth and maximize ROI. At YouGov, he empowers CPG and beverage brands to make data-driven decisions by leveraging a range of syndicated and custom analytics tools, helping them gain a deep understanding of consumer preferences, trends, and purchasing behaviors across key markets.

Nora Hao, Sales Director, YouGov

Nora Hao is Sales Director at YouGov America, with over 16 years of experience within the media, social, research, and ad-tech space. She excels in identifying unique growth opportunities and implementing sustainable strategies that foster strategic partnerships and drive new business acquisitions.

At YouGov, Nora leads new business development efforts across Consumer-Packaged Goods (CPG) and Quick Service Restaurants (QSR), providing accurate and trusted data-driven insights that empower brands to thrive in competitive markets.

Charlie Taylor, Vice President Data Products ‑ Data Strategy

Charlie Taylor is Vice President of Data Products at YouGov, specializing in syndicated tracking tools and data strategy. Charlie has been at YouGov for over 10 years and works closely with our clients to ensure that our data products continue to evolve and meet the needs of the industry to deliver exceptional ROI.

Recently Charlie has overseen the development and launch of CategoryView: Beer and Hard Seltzer, an industry-specific syndicated research tool offering a holistic view of brand, industry, and consumer tracking.

YouGov

YouGov is an international research, data and analytics group. We have been building an ever-growing source of consumer data for over 20 years, creating the most complete understanding of your customers’ complex lives. We call it living data. Understand what 27 million+ registered panel members in over 55 markets are thinking now, last week, or last year. Explore, plan, activate and track marketing activity with certainty, at speed, every time.