Why Do People Drink Imports?

A matter of personal taste and occasion.

Imports have grown to become an important part of the beer business.

Which begs the question: Why are people buying them?

Given that literally hundreds of imports are available, no single answer exists to that question.

Miller Brewing Company recently conducted research to understand why people pick up the imports they choose. The latest issue of Brew Magazine takes a look.

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From the issue:

For some people it’s a matter of sophistication.

For others it’s a question of discernment and picking out the best.

And for a lot of people, it’s a matter of picking up something special for a big occasion – from parties to vacations.

Given that people switch among imports, a person’s reason for picking up an import could change from week to week. And that’s just scratching the surface.

Miller Brewing Company recently took a look at what drives people to buy imports. From 10,000 feet, people typically start picking up imports at a point when they want to define themselves as more mature.

Upon closer inspection, people choose their imports for very different reasons.

They include:

• Fun. Sometimes people want to celebrate a special occasion – and “special” can mean anything from a pick-up game to a party to a vacation – by paying a little more for a beer. During times like these, people tend to pick up brands such as Corona Extra, Foster’s or Modelo Especial.

• Discernment. Some people want to seek out unique-tasting beers (think lambics) or beers that offer a distinct taste experience (hoppier beers). But the taste is the most important thing. For the more luxury inclined person, this could mean ordering a Chimay. Someone hanging out with friends in a beer garden on a sunny day might opt for a Pilsner Urquell.

• Status. Green-bottled European lagers are the beers of choice for people seeking a badge that says they’re sophisticated and accomplished – or who just want a refreshing beer. Hence the number of green bottles at high-end lounges or restaurants. Beers for these settings include Heineken, Stella Artois and Peroni Nastro Azzurro.

The entire issue can be seen here.