Which Beers, Behaviors are Most Popular at Football Tailgates Across the U.S.

strategy Posted on Oct 26, 2016

Advertising agency finds that conversation tops cornhole and beer pong as favorite tailgate activity.

NEW YORK, October 26, 2016 -- XenoPsi, an NYC-based strategic marketing and advertising agency, has released new consumer research which sampled 705 consumers in August 2016, right ahead of the start of football season. The research found that 52 percent of U.S. beer drinkers prefer mass market beer over craft beer at football tailgates. The report also shed light on what food and activities are popular at tailgates according to which region in the U.S.

XenoPsi’s research uncovered that even craft beer drinkers don’t discriminate against mass market beer when it comes to tailgates. For example, 61 percent of U.S. beer drinkers in the West prefer craft beer over mass market beer - citing their favorite beers as Budweiser, Deschutes, Coors and Stella Artois. Other findings include:

  • Miller Lite is the most popular beer at football tailgates in the Midwest. Most popular tailgate activities in the Midwest are conversation (40%) and cornhole (20%).
  • Beer drinkers in the Northeast prefer to drink Bud Light and Guinness at football tailgates; most popular tailgate activities are conversation (48%) and beer pong (16%).
  • 66 percent of tailgaters in the Southern region of the United States prefer mass market beer over craft beer, and the favorite beer to drink is Bud Light. Most popular tailgate activities here are conversation (59%) and cornhole (19%).

“Our research uncovered key insights into a consumer’s beer consumption behavior for each of the four main regions of the United States,” said MichaelAaron Flicker, founder and president of XenoPsi. “Football season is a popular time of year for tailgating and we’ve found that different regions favor certain products, foods and activities. Beer brands and marketers can use our new industry data to create targeted messaging for each part of the country.”    

About XenoPsi
Based in New York City, XenoPsi is a multi-award winning strategic marketing and advertising agency that specializes in helping brands tackle their toughest business challenges. XenoPsi excels at bringing innovative thinking to a variety of businesses, concentrating on the CPG, financial and pharmaceutical sectors. The company has worked with many of the country’s leading brands including Nike, JPMorgan Chase & Co, Chubb, AstraZeneca Pharmaceuticals, ACE Insurance, Evan Williams Bourbon, and Hpnotiq Liqueur, offering independent and objective strategic thinking which leads to innovative approaches and outstanding creative. With deep roots in digital technology, XenoPsi’s solutions balance advertising and marketing to deliver outstanding results. For more information, visit www.xenopsi.com.

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