The U.S. has experienced a meteoric boom of multicultural consumers—yet marketers of premium and luxury goods have expressed little interest in culturally-driven marketing. Why? There’s a belief out there that as income rises, cultural attachments influence multicultural consumers’ shopping behavior less and less. Is that true? We decided to find out.

Download the full report to explore how culture affects the behaviors of consumers shopping for premium items, and discover how their cultural backgrounds influence their consideration and purchase of premium alcohol.

KEY FINDINGS

WHAT’S “PREMIUM” BY CULTURE

Across the board, QUALITY is considered the key indicator of “premium.” Beyond that, however, perceptions of “premium” vary by culture.

EXPERT CRAFTSMANSHIP

Non-Hispanic Whites and Asians tend to associate premium more with Expert Craftsmanship.

37% ASIAN | 35% NH-WHITE

ATTRACTIVE PACKAGING

Hispanics and Asians tend to associate premium more with Attractive Packaging.

20% HISPANIC | 15% ASIAN

EXCLUSIVE

Hispanics tend to associate premium with Exclusive Offerings.

31% HISPANIC

HIGH COST

The LGBTQ+ cohort tend to associate premium more with High Cost.

42% LGBTQ+

DRINKS, OCCASIONS & BEHAVIORS BY CULTURE

When it comes to premium beverage SELECTION, cultural background does impact behavior. Different cultures even opt for different aisles.

PREMIUM BEER

is the beverage of choice for
Hispanics (49%)

PREMIUM WINE

is consumed most by
Asians (29%)

PREMIUM SPIRITS

are consumed most by
Non-Hispanic Whites (52%)
and Blacks (46%)

INCOME VS. CULTURAL IDENTITY

Contrary to popular belief, cultural attachments become even MORE RELEVANT as income rises.

I CHOOSE ALCOHOL BRANDS THAT REFLECT
MY ETHNIC BACKGROUND



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