Beverage World - October 15, 2007 - (Page 20)

BEVBEAT MARKET METRICS INDEX* OF BEVERAGE PREFERENCES OF CONSUMERS WHO ENGAGE IN GREEN ACTIVITIES Beverage Category Used Organic Food in Past 30 Days 119 114 228 121 86 125 91 89 135 142 168 107 113 91 124 160 132 139 245 130 130 134 95 153 160 159 129 138 167 147 139 227 192 220 175 179 199 253 169 163 220 252 136 103 Going Green F rom recycling to energy-efficient light bulbs and hybrid cars, “green” living has become much more mainstream in the past 10 years as consumers become more conscious of how their lifestyle habits affect the environment. However, it’s interesting to note by looking at Scarborough’s findings that there does seem to be a correlation between consumers who engage in eco-friendly activities and those who buy premium or higher-priced beverages, perhaps illustrating the fact that “going green” in many ways still comes with a price, such as the price gap between organic and non-organic foods and the cost of hybrid cars. For instance, enhanced waters, flavored waters, specialty coffee, energy drinks and ready-to-drink teas all indexed high among those who used organic food in the past 30 days or those who own or lease hybrid vehicles. And, in contrast, regular and diet soft drinks had an index of 89 and 86, respectively, among consumers who used organic food in the past 30 days. Within the beer category, higher-priced brews, such as microbrews and imports, indexed high among organic food users, but those who drank a non-alcoholic beer in the past 30 days were more than twice as likely (index 245) than the national average to eat organic food and 42 times more likely to own or lease a hybrid vehicle. Wine drinkers seem to be especially “greenminded” as every varietal of wine indexed high with organic food users. In fact, those who consume brut extra dry were four times more likely than the average consumer (index 403) to go organic! And many other varietals have indexes in the 200’s. Perhaps this correlation between wine drinkers and eco-friendliness has to do with wine’s agricultural nature. It’s also interesting to note that consumers are not necessarily consistent with their “green” approach. Those who have consumed a diet soft drink were 15 times more likely to own or lease a hybrid vehicle, but 14 times less likely to have eaten organic food in the past 30 days, while rosé wine drinkers are 63 times more likely to buy organic, but 58 times less likely to drive a hybrid. 20_BEVERAGE WORLD_OCTOBER 2007 Own or Lease Hybrid Vehicles 111 88 288 150 115 77 82 71 9 111 126 76 104 97 110 146 59 88 142 126 84 72 65 148 99 141 84 108 107 110 130 393 403 178 179 174 230 254 164 42 258 281 90 93 NON-ALCOHOL BEVERAGE CATEGORY1 100-Percent Fruit Juice Any Bottled Water Enhanced Water Flavored Water Diet Soft Drinks Energy Drinks Other Fruit Drinks Regular Soft Drinks Any Mexican Imported Soft Drink Hot Specialty Coffee Iced Specialty Coffee Sports Drinks RTD Tea BEER2 Domestic Light Beer Domestic Regular Beer Imported Beer Malt Alternative Microbrew Non-Alcoholic Beer SPIRITS2 Blended or Rye Whiskey Bourbon Whiskey Brandy Canadian Whiskey Cognac Cordial-Liquor Gin Pre-Mixed Cocktails Rum Scotch Whiskey Tequila Vodka WINE3 Brut Brut Extra Dry Cabernet Sauvignon Chardonnay Merlot Pinot Grigio/Pinot Gris Pinot Noir Red Zinfandel Rosé Sauvignon/Fume Blanc Shiraz/Syrah Spumante White Zinfandel 1 CONSUMED IN THE PAST 7 DAYS, 2 CONSUMED IN THE PAST 30 DAYS, 3 BOUGHT IN THE PAST 3 MONTHS *INDEX REFERS TO HOW MORE OR LESS LIKELY THAN THE NATIONAL AVERAGE (100) CONSUMERS ARE TO ENJOY A PARTICULAR BEVERAGE CATEGORY; SOURCE: SCARBOROUGH RESEARCH,WWW.SCARBOROUGH.COM BEVERAGEWORLD.COM http://www.scarborough.com http://www.beverageworld.com/

Table of Contents Feed for the Digital Edition of Beverage World - October 15, 2007

Beverage World - October 15, 2007 Table of Contents Global Recycling Trends Editor’s Note CCE’s Recycling Initiative New Beverages: VeeV New Beverage Roundup Market Metrics: Green-Minded Consumers Cover Story: Earth’s Brewer Adina World Beat Beverages • Fetzer Vineyards Kim Jeffery, Nestlé Waters North America Sambazon Icelandic Water Holdings John Compton, PepsiCo North America Dennis Puffer, Coors Brewing Co. ITO EN Sierra Nevada Brewing Co. • Cuca Fresca Exports Jeff Seabright, The Coca-Cola Company Mendocino Wine Co. Doug Muhleman, Anheuser-Busch Seth Goldman, Honest Tea Supply Chain: Waste Management Production: Environmental Operations Operations Observations Packaging: Lightweight Bottles Trendspotting R&D: Eco Beverages • Ask the Expert Sales & Marketing: Green POS Materials Distribution: Green Fleets Distribution: Fleet of the Month: Manhattan Beer Distributors FleetBeat The Beverage World Top 100 Classifieds Ad Index

Beverage World - October 15, 2007

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.