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PROMAR International StudyForecasts Dramatic Changes In Consumer Buying Patterns

Consumer attitudes and preferences foralcoholic beverages will change significantly over the next decade, according to a studyjust released by PROMAR International. The study, Serving the US Drinks Consumer to 2010:Strategies for tomorrow’s alcoholic beverage businesses, concludes that socio-economic,demographic and other factors are swiftly reshaping the wine, beer, and spirits markets.

“Consumers are way ahead of thealcoholic beverage industry, which is dangerously myopic,” says Angela Hogg, a strategicmarketing analyst with PROMAR. “While the mass market brewer frets about otherbrewers, for example, consumers are making choices in a much broader competitive context.If today’s wine, beer, and spirits companies want to be around ten years from now, theyneed to wake up and smell the Frappuccino.”

Wine is a comparative winner in astruggling industry, with marginal volume growth in both on- and off-premise sales overthe past several years. During this same period, sales volumes for beer and spirits wereflat or down. This didn’t have to happen, according to PROMAR, which notes that otherindustries have focused successfully on creating demand and generating consumerexcitement. Wine has yet to capitalize on its true potential, maintains PROMAR, while beerand spirits companies must broaden their horizons and move away from a mass marketmentality to generate new opportunities.

“The mass market is dying,” notesHogg. “Income polarization, growing ethnic diversity, and increasing regionaldifferences are only a few of the changes that will affect what beverages people will buyin the future and where they will buy them. Mass-market brands will be squeezed, but smartdrinks companies that understand where consumers are headed can emerge as winners.”Serving the US Drinks Consumer to 2010 outlines the dramatic shifts which PROMAR projectswill occur in the bases for competition in the industry over the next decade.

Serving the US drinks consumer to 2010provides both an in-depth look at the forces that will shape consumer choices in thefuture and a model for plotting the evolution of consumer behavior over time. The studyexamines the current structure of the industry and illustrates the role of key playertypes, offering case studies drawn from the wine, beer, and spirits sectors. The studyalso offers specific, actionable recommendations for companies in each of these sectors.The study is available from PROMAR International at a price of $13,500. Further details onthis study, including a table of contents and actual sample pages from the study, areavailable in Adobe format from the company’s Web site at,or from the contact listed below.

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About the company
PROMAR International is a strategic marketing and consulting firm specialized in food andbeverage research and located in Alexandria, Virginia. PROMAR is a subsidiary of theProduce Studies Group, a global food and beverage consulting company serving the entirefood and beverage chain.

For further information, please contact:Don Westfall of PROMAR International, 1625 Prince Street, Suite 200, Alexandria, VA 22314USA,,,703-739-9090, or fax, 703-739-9098.