With Summer in full swing, Crowdtap was curious how US adults selected the beer brands of choice for their hot weather gatherings

We leveraged our People-Powered Marketing Platform to survey 500 U.S. adults (ages 21+) about what factors influence their beer, wine and spirit purchases. The study found that when it comes to alcoholic beverage purchases, word-of-mouth — specifically, peer recommendations and social media — has more influence than traditional advertising (such as TV spots and print ads).

Key findings:

  • list bullet 72 percent of respondents said they have used social media on their smartphone or mobile device while making a purchase.
  • list bullet 97 percent say they have taken peer recommendations into consideration when purchasing alcoholic beverages.
  • list bullet 80 percent reported having bought an alcoholic beverage they had discovered on social media.