With many thousands and thousands of posts here in the forums, us "enthusiasts" know a pretty good amount about bourbon. We are the 5 percenters or maybe even the 1 percenters. And even though many bourbon producers will try to make us happy knowing that we can have a trickle down effect on sales, we are still very much a minority when it comes to overall bourbon sales.
With that said, who are these other "normal" bourbon drinkers? The "other" 95% of people that purchase bourbon?
I know this has been briefly talked about here, but I don't think in any great depth.
Anyway, a bit of a rambling post, but nevertheless, I am curious! Does anyone have any stats on this type of stuff? I'm sure the big companies have demographic information for most of this internally, but I've never seen any of it.
- Super Brand Drinker?
We know that JD has done a good job of turning themselves into a somewhat trendy lifestyle brand. Which of course would explain some of the sales. But what about JB? What about Evan Williams? Not near as trendy or as cool. Who is buying all these millions of cases of JB, JD, and EW?
- Old Man Drinkers?
It also seems that most of us have this image of older customers that have been fiercely loyal to a brand all their life as once or twice a week old man jim will head down to the liquor store to get his standard bottle. But if this is true, how many of these guys are out there? What happens when these guys pass on? Will the boomers do the same when they get old?
- College Drinkers?
I would also imagine that most of us have an image of bourbon being a popular young mans drink. I know that I for one had plenty of bourbon in college, and that was small in comparison to many of my friends! But does this go away as you get older? It seems the 25-35 year old crowd doesn't go for rough and tumble bourbon anymore. "It was a college thing."
- Premium Mainstream Drinkers?
What about companies like Buffalo Trace? All kinds of great offerings, but still mostly premium or better. Even their "normal" offering of Buffalo Trace seems kind of fancy and expensive compared to JD and JB. But Buffalo Trace can not live on just premium brands alone no? There has got to be some volume there somewhere. If so, who are these guys?
- New Producer Drinkers?
And what if you are a new up and coming producer? All these guys seem to be focused on the enthusiast right now with their expensive offerings. Bur surely they are going to have to get more volume in the future to survive. Who and where are these volume customers?