Hangin’ In The ’Burbs
Mike’s considers suburban consumers to be among
its core and coined the term “suburban cocktail culture” in a
recent survey it conducted with Kelton Research in support of its
Mike-arita and Mike’s Hard Frozen Lemonade launch.
“Our average drinker is 32 and they generally
are suburban,” says Mike’s founder Anthony von Mandl.
“They have an urban attitude — they know what’s going on
— but they’re suburban.”
So what does an evening in the suburban cocktail
culture consist of? Seventy percent of the survey’s respondents said
it might include a barbecue; 59 percent play poker or board games; 62
percent serve cocktails as part of the festivities; 58 percent cook
together; and 56 percent get together to watch videos.