You walk into a bar, stroll up the counter, and spot the person of your dreams sipping on a drink. What beverage do you imagine them drinking?
To explore this question, Budweiser launched the Budweiser ‘First Impressions’ National Survey—2,000 Americans (ages 21+) were asked to match common bar drinks (beer, wine, champagne, cosmopolitan, margarita, and gin & tonic) with perceived personality traits from the Five Factor Model (agreeableness, conscientiousness, extraversion, neuroticism, and openness to experience).
So is it really true that beer drinkers seem more confident and wine drinkers seem more cautious?
BUDWEISER ‘FIRST IMPRESSIONS’ NATIONAL SURVEY
(conducted by Learndipity Data Insights)
* Personality Trait #1: APPROACHABLE & GENUINE
>> Drink Choice: Domestic Beer (such as Budweiser)
>> Nickname: “Mr./Ms. Easy Going”
Both women (70%) and men (59%) who drink domestic beer are perceived as more approachable. Imported beer also has a positive approachability effect for both women (36%) and men (29%), but not nearly as strong as a domestic beer (such as Budweiser).
* Personality Trait #2: SERIOUS & RESERVED
>> Drink Choice: Wine
>> Nickname: “Mr./Ms. Focused”
52% of respondents perceive a man drinking wine as more “serious and reserved,” while 31% believe the same thing for women. Gin & tonic drinkers come in second place for this personality trait, at 23% (men) and 22% (women).
* Personality Trait #3: FLASHY & FASHIONABLE
>> Drink Choice: Cosmopolitan
>> Nickname: “Mr./Ms. Trendy”
48% of respondents believe a woman drinking a cosmo is “flashy and fashionable,” while 40% agree the same applies to a man. No other drink choice scores high on this personality trait.
* Personality Trait #4: ENERGETIC & OUTGOING
>> Drink Choice: Margarita
>> Nickname: “Mr./Ms. Free Spirit”
Both women (50%) and men (41%) drinking margaritas seem more “energetic and outgoing.” Domestic beer (like Budweiser) drinkers are also perceived as energetic and outgoing (29% for women and 27% for men), albeit to a lesser degree.
* Personality Trait #5: ANALYTICAL & CALCULATING
>> Drink Choice: Gin & tonic
>> Nickname: “Mr./Ms. Practical”
30% of respondents believe a man drinking a gin & tonic seems more “analytical & calculating,” while 22% believe the same thing for women. Gin & tonic drinkers also rank high for being “cautious & conventional” (20% for men, 17% for women).
* Personality Trait #6: SOPHISTICATED & DEMANDING
>> Drink Choice: Champagne
>> Nickname: “Mr./Ms. Fancy”
The survey reports that champagne drinkers seem substantially more “sophisticated and demanding” (57% for women, 41% for men). Wine drinkers also score high on this trait (29% for men and 25% for women).
