1. Spirits, Wine and Beer Consumer Survey Results
On and Off Premise Trial to Purchase Correlation
with Special Focus on Millennial Cross-Section
Research Prepared and Analyzed by: Kelly Blachford
Special Report by:
Conducted using
Sept, 2014

2. Table of Contents
1. Study Overview
2. Total Respondent and Gender Results
3. Millennials vs 35+ and Millennial Gender Results
4. Millennial Urbanicity and Household Income Results
5. Summary: The Role of Positive Personal Brand Experiences
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3. Study Overview
Methodology:
Attack! Marketing created 2
consumer surveys (1 for on-
premise and 1 for off-premise)
where both began with a
screening question and then
followed by a question for spirits
and 1 for 1 wine/beer as outlined
in the diagram to the right.
Respondent Details:
501 and 528 responses were
analyzed with RMSE score of
3.8 and 2.8 respectively for
on/off premise surveys.
About Google Consumer
Surveys:
Google Consumer surveys is an
on-line tool that interviews a
stratified sample of internet
users from a diverse group of
about 80 publisher sites who
allow Google to ask one or two
questions of selected visitors as
they seek to view content on the
site. The sample is stratified on
age, gender and location; these
demographic characteristics are
inferred based on the types of
websites the users visit, as
recorded in their DoubleClick
advertising cookie and their
computer’s internet address, and
then is weighted by these same
characteristics to parameters for
all internet users from the
Current Population Survey. It is
neither an “opt in” survey nor a
recruited panel.
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To what extent do
you agree with this
statement?
"After trying and liking a
new wine or beer brand
at a grocery or liquor
store sampling, I will
purchase that brand."
To what extent do
you agree with this
statement?
"After trying and liking a
new cocktail, shot or spirit
brand at a grocery or
liquor store sampling, I
will purchase that brand."
Are you a regular
consumer of alcoholic
beverages that is 21
years of age or
older?
Screening
Question
Spirits Question Wine/Beer Question
To what extent do
you agree with this
statement?
"After trying and liking a
new wine or beer in a bar, I
will purchase that brand in
my grocery or liquor store."
To what extent do
you agree with this
statement?
"After trying and liking a
new cocktail, shot or spirit
in a bar, I will purchase
that brand in my grocery
or liquor store."
Spirits Question Wine/Beer Question
Yes
Off-PremiseSurveyOn-PremiseSurvey
Strongly AgreeStrongly Disagree
Strongly AgreeStrongly Disagree Strongly AgreeStrongly Disagree
Strongly AgreeStrongly Disagree
Yes No I Prefer Not to Say

4. Study Results: Total Respondents*
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At least 43% of
all respondents
agreed they would
purchase in their
grocery or liquor store
after trying and liking
a spirit, wine or beer.
SPIRITS INSIGHT:
Only 5.4% difference in
purchase intention
between on and off
premise experiences.
BEER/WINE INSIGHTS:
Significant 23.3%
difference in purchase
intention between on and
off premise experiences.
Creates greater intention
to buy (vs spirits) by
15.4% in retail and 34.6%
in bars.
43.50%
46.00%
50.20%
61.90%
0% 10% 20% 30% 40% 50% 60% 70%
Spirits: Retail Trial to Retail Purchase
Spirits: Bar Trial to Retail Purchase
Wine/Beer: Retail Trial to Retail Purchase
Wine/Beer: Bar Trial to Retail Purchase
Percent of Respondents
Any Agree: Purchase after Positive Trial Experience
*Results Weighted by Gender/Age for US Population

5. Study Results: Total Respondents by Gender*
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At least 44% of all
male respondents and
42% of all female
respondents agreed
they would purchase in
their grocery or liquor
store after trying and
liking a spirit, wine or
beer.
MALE INSIGHT:
Men’s intentions to purchase
are less influenced by
whether the positive trial
occurs in a retail location or
bar than women.
FEMALE INSIGHT:
Women are more influenced
to purchase wine/beer vs
spirits in both on/off premise
locations than men.
*Results Weighted by Age for US Population
42.3%
46.6%
50.0%
65.2%
44.5%
45.3%
50.3%
59.0%
0% 10% 20% 30% 40% 50% 60% 70%
Spirits: Retail Trial to Retail Purchase
Spirits: Bar Trial to Retail Purchase
Wine/Beer: Retail Trial to Retail Purchase
Wine/Beer: Bar Trial to Retail Purchase
Percent of Respondents
Any Agree: Purchase after Positive Trial Experience
Male Female

6. Study Results: Millennials (21-34) vs 35+*
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Millennials, across
the board, are more
influenced to purchase
from positive trial
experiences than 35+
with up to 69% of them
agreeing that they
would purchase in their
grocery or liquor store
after trying and liking a
spirit, wine or beer.
MILLENNIAL SPIRITS
INSIGHT:
A positive trial experience in
a retail store has more
impact on intention to
purchase than a positive bar
trial.
MILLENNIAL BEER/WINE
INSIGHTS:
Positive retail trial
experiences are almost as
likely to influence purchase
as positive bar trial
experience.
59.1%
52.3%
64.6%
69.4%
35.3%
40.2%
42.4%
55.4%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Spirits: Retail Trial to Retail Purchase
Spirits: Bar Trial to Retail Purchase
Wine/Beer: Retail Trial to Retail Purchase
Wine/Beer: Bar Trial to Retail Purchase
Title
Any Agree: Purchase after Positive Trial Experience
35+ Years 21-34 Years
*Weighted by Gender for US Population

7. Study Results: Millennials by Gender*
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At least 50% of all
male respondents and
56% of all female
respondents agreed
they would purchase in
their grocery or liquor
store after trying and
liking a spirit, wine or
beer.
And both genders are
more influenced to
purchase spirits from a
positive retail sampling
than a bar experience.
MILLENNIAL MALE
INSIGHT:
Men’s intentions to purchase
spirits are less influenced by
positive trial experiences
than women.
MILLENNIAL FEMALE
INSIGHT:
Women are more influenced
to purchase wine/beer from a
positive bar experience then
men are.
*Unweighted
72.1%
62.5%
55.8%
60.0%
67.6%
65.5%
50.0%
58.6%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Wine/Beer: Bar Trial to Retail Purchase
Wine/Beer: Retail Trial to Retail Purchase
Spirits: Bar Trial to Retail Purchase
Spirits: Retail Trial to Retail Purchase
Percent of Respondents
Any Agree: Purchase after Positive Trial Experience
Males 21-34 Years Females 21-34 Years

8. 71.0%
65.8%
53.0%
62.2%
54.5%
64.3%
45.5%
42.9%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Wine/Beer: Bar Trial to Retail Purchase
Wine/Beer: Retail Trial to Retail Purchase
Spirits: Bar Trial to Retail Purchase
Spirits: Retail Trial to Retail Purchase
Percent of Respondents
Any Agree: Purchase after Positive Trial Experience
21-34 Years of Age in Rural 21-34 Years of Age in City/Suburb
Study Results: Millennials City/Suburb vs Rural*
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Millennials in
cities/suburbs, across
the board, are more
influenced to purchase
from positive trial
experiences than
millennials living in rural
areas.
MILLENNIAL
CITY/SUBURB INSIGHT:
A positive spirits trial
experience in a retail store
has more impact on
intention to purchase than a
positive bar trial.
MILLENNIAL RURAL
INSIGHTS:
Positive beer/wine retail trial
experiences are most likely
to influence their purchasing
behaviors.
*Unweighted

9. 71.6%
63.9%
50.5%
60.2%
56.3%
72.2%
62.5%
55.6%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Wine/Beer: Bar Trial to Retail Purchase
Wine/Beer: Retail Trial to Retail Purchase
Spirits: Bar Trial to Retail Purchase
Spirits: Retail Trial to Retail Purchase
Percent of Respondents
Any Agree: Purchase after Positive Trial Experience
21-34 Years of Age >=$75K HHI 21-34 Years of Age <$75K HHI
Study Results: Millennials <$75K vs >=$75K HHI*
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Millennials with
household incomes of
less than $75,000 are
most influenced to
purchase from positive
beer/wine trial
experiences in a bar,
while millennials with
household incomes
greater than $75,000
are most influenced to
purchase from positive
wine/beer trial
experiences in their
grocery or liquor store.
MILLENNIAL >=$75K
INSIGHT:
72% will purchase
wine/beer from a positive
retail trial.
MILLENNIAL <$75K
INSIGHT:
Positive spirit trial in a bar is
least likely to influence
purchase.
*Unweighted

10. The New Role of Positive Personal Brand Experiences
Brand
Bond
Positive
UGC WOM
Reach
Purchase
Brand
Engaged
Positive Personal
Brand Experiences
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