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.
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.
Non-Hispanic Whites and Asians tend to associate premium more with Expert Craftsmanship.
37% ASIAN | 35% NH-WHITE
Hispanics and Asians tend to associate premium more with Attractive Packaging.
20% HISPANIC | 15% ASIAN
Hispanics tend to associate premium with Exclusive Offerings.
The LGBTQ+ cohort tend to associate premium more with High Cost.
DRINKS, OCCASIONS & BEHAVIORS BY CULTURE
When it comes to premium beverage SELECTION, cultural background does impact behavior. Different cultures even opt for different aisles.
is the beverage of choice for
is consumed most by
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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