• by Karlene Lukovitz  @KLmarketdaily, June 11, 2009

The dominant behavior for all American adults, across income levels, is to find a few alcohol brands that they like and continue to choose from among those, according to a new report from research firm Mintel, "Alcohol Consumption in Bars and Restaurants."

That's true of 45% of all adults (21 and over) who drink at home or in bars and restaurants, 42% to 45% of those in households with incomes between $25,000 and $74,999, and 48% of those in households with incomes of $75,000 and over.

Those in the highest income levels are actually slightly less inclined to express high loyalty to a single brand. Among those earning over $75,000 and over $100,000, 28% and 29%, respectively, agree that they are "very loyal" to their favorite brand, versus 32% of all drinkers.

In comparison, 23% of drinkers as a whole (and the same percentage of those with incomes of $100,000+) report drinking a wide variety of alcohol brands. Interestingly, the highest percentages are found among those with incomes of $25,000 and under and those with incomes of $75,000 to $99,999.

Age has a somewhat stronger correlation with brand loyalty. Just 20% of those ages 21 to 24 report being very loyal to a single brand, versus 32% of those ages 25 to 34 and 41% of those 65 and older. However, the percentage doesn't vary significantly between ages 35 and 64 (the range is 28% to 34%).

In addition, only slightly more consumers in the 21-to-24 and 25-to-34 age groups indicate drinking a wide variety of brands: 25% and 26%, respectively, versus 23% overall and 20% of those 65 and older. Also, the youngest group shows the strongest proclivity for sticking with a few brands (55% of those 21 to 24, versus 45% overall).

Gender continues to be the strongest predictor of alcohol brand loyalty, Mintel confirms. While both men and women are inclined to choose from among a few preferred brands (47% of women and 43% of men), significantly more men indicate strong loyalty to a single brand (37% versus 27% of women).

More women tend to switch brands. One quarter of women, compared to 20% of men, report drinking a wide variety of brands. Furthermore, 36% of women, compared to 27% of men, report that they have a hard time telling the difference in taste between brands of alcohol.

Americans are only a bit more likely to experiment with beverages than with brands.

About a third (35%) report having tried a new beverage in the last month, including 37% of men and 32% of women. However, 70% (72% of men, 68% of women) say that they like to stick with "what they know" when it comes to alcoholic beverages.

Men are somewhat more likely to say that they enjoy helping others choose which drinks to have (38% of men, versus 29% of women).