Recent information from the National Association for the Specialty Food Trade
exposed the impact twenty-somethings are having in the specialty food market.
Current research from the association’s Today’s Specialty Food
Consumer 2005 report reveals that the typical specialty food shopper
is skewing younger overall, with shoppers ages 25 to 44 the most likely to purchase
The young adult segment, defined as 15- to
34-year-olds, comprises 79 million people, according to marketing research.
It’s estimated that twenty-somethings spend more than $150 billion
annually on consumer goods.
The article says this generation is not hesitant to
spend money on food and beverages. Young adults enjoy travel opportunities,
frequent restaurants and are accustomed to everyday indulgences like a $4
Since the typical specialty food shopper earns more
than $100,000 a year, and the younger group has yet to reach that income,
they lean toward less expensive items. Among those items, specialty
beverages, including teas, coffees and specialty sodas, are popular. Even
wine has begun to skew to this audience with the launch of magazines like Wine X Magazine, with the
mission to inform, entertain and enlighten the fastest growing market of
wine consumers — the 21- to 35-year-olds. Columns such as
“Rage” and “Trippin’ Out,” and “What
Gives?” help provide a contemporary approach to wine.
While the twenty-something generation is far from
predictable, key demographic segments — from college students to
professionals to people starting families — are connected by a need
for products that are creative, high quality, healthful, tasty and fun.
Beverages can fill these request readily.
Orlando, Fla., hosted its First Annual Tiger Beer
Chili Crab Festival last November. Co-hosted by Tiger Beer and Wall Street
Plaza, this event attracted more than 2,000 people, and was a replica of a
Singapore-style street fair of authentic finger foods, local beer, and
vocal and action entertainment for all ages.
InBev USA’s Labatt Blue and USA Hockey are
inviting hundreds of pond hockey players and fans to the Labatt Blue
USAdult Pond Hockey Tournament in mid-February in Eagle River, Wis. The
first-ever Labatt Blue USAdult Pond Hockey Championships will provide 60
adult amateur teams with a weekend of four-on-four pond hockey action. The
competition and social events will be held to coincide with the
area’s Klondike Days Festival, featuring lumberjack competitions and
At the New York City restaurant Crush, Dominique
Demarville, chef de cave, and Drew Nieport, owner of the restaurant,
celebrate the launch of Mumm Grand Cru from Grande Marque Champagne G.H.
Mumm of Reims, France. Crush will be the exclusive retailer of the special
Heineken goes satellite
Heineken USA, White Plains, N.Y., will be the first
beer advertiser on the new Howard Stern Show, which debuted on Sirius
Satellite Radio this month. The advertising agreement will continue
Heineken’s longstanding association with Howard Stern. The ad buy
will remain at the same frequency as previous buys on Stern-affiliated
programming, and the advertising will include live reads by Stern.
Tecate again will be the official beer sponsor of the
32nd Annual Toyota Grand Prix of Long Beach, Calif., April 7-9. In its
fourth year sponsoring the event, Tecate will kick off the event with
Tecate Thunder Thursday and offer an authentic Latin musical concert during
Fiesta Friday. Tecate also will sponsor the Miss Tecate Long Beach Grand
Prix Beauty Pageant and provide signage for use at the festive
cantina-themed beer gardens.
Shirley Kramer, human
resources manager Sportservice; Jill Pepper, executive director Techniques
for Effective Alcohol Management (TEAM) Coalition; and Joe Abernathy, senior
vice president of ballpark operations for the St. Louis Cardinals received
a top award for St. Louis this month. TEAM Coalition and Anheuser-Busch
recognized the St. Louis Cardinals for the team’s commitment to
promoting responsible alcohol consumption. During the 2005 baseball season,
a total of 18,675 fans at Busch Stadium signed up for the Good Sport
designated driver program — more than any other Major League Baseball Club. According to TEAM Coalition,
more than 225,000 fans participated in designated driver programs at MLB
stadium in 2005.
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