ABSTRACT

Hard ciders have enjoyed a recent resurgence in popularity in the United States, yet little is known about drivers of hard cider expenditures. This study used data from a 2019 survey of Tennessee alcoholic beverage consumers and a hurdle model to investigate drivers of hard cider expenditures. About 63% of respondents had previously purchased hard cider, and purchasers averaged $70.14 in spending on hard cider annually. Consistent with anecdotal popular press reports, Millennial and Gen X generations were the most likely to purchase hard cider and had spent the most on hard cider. Furthermore, there was a significant complementarity relationship between frequent wine cooler and malt liquor beverage purchasing and hard cider expenditures. However, neither preferences for local foods in general nor for local ciders influenced levels of hard cider purchases or expenditures. Results are informative regarding the profile of hard cider consumers.

摘要

硬苹果酒最近在美国重新流行起来，但人们对硬苹果酒支出的驱动因素知之甚少。这项研究使用了 2019 年对田纳西州酒精饮料消费者的调查数据和一个障碍模型来调查硬苹果酒支出的驱动因素。大约 63% 的受访者以前购买过苹果酒，购买者平均每年在苹果酒上的支出为 70.14 美元。与轶事流行的新闻报道一致，千禧一代和 X 世代最有可能购买苹果酒，并且在苹果酒上的花费最多。此外，频繁的酒柜和麦芽酒饮料购买与硬苹果酒支出之间存在显着的互补关系。然而，对当地食物的偏好和对当地苹果酒的偏好都不会影响苹果酒的购买或支出水平。结果是关于硬苹果酒消费者概况的信息。