A Drink for All Seasons and Reasons

New York, N.Y. – December 3, 2014 – Many a volume has been authored on the best practices for pairing a wine with whatever you might be serving up for dinner, or whether a stout or an IPA would best accompany that stew bubbling away on the stove. But when it comes to alcoholic beverage choices for American adults (aged 21 and up), how much does the when of it factor into the type of drink one chooses?

Quite a bit, as it turns out: when presented with a broad selection of adult beverage types, Americans 21+ (who drink several times a year or more) clearly reach for different drinks on different occasions. Beer is the top choice as something they’re most likely to drink throughout the year (though table – that is, not sparkling – wine is the top choice for women and the over-65 set). Table wine gets the silver medal overall, though the second tier shows considerable variation by age and gender. For those aged 21-44, liquor/spirits/cocktails hold this position while wine is choice number two for those 45 and older. Meanwhile, liquor/spirits/cocktails are the second highest year-round pick for men while beer holds this distinction among women.

However, when thoughts turn to upcoming yuletide festivities, it would appear that visions of cabernet, chardonnay or other grapes may start dancing in these Americans’ heads like so much sugarplums, as table wine is the top choice for Christmas.

These are some of the results of The Harris Poll® of 1,951 adults aged 21 and older (of whom 1,176 drink alcohol several times per year or more) surveyed online between August 20 and 22, 2014.

Beer follows wine as the second choice for Christmas overall, though among women and those aged 65 and up, liquor, spirits, or cocktails come in as the second choice to sip around the tree. These preferences all echo those seen for last week’s Thanksgiving, while preferences shift considerably as one continues to review the holiday calendar throughout the year.

Bubbling in the New Year

When the ball begins to drop in Time’s Square on December 31, bubbles may be rising in flutes and coupe glasses around the country, as sparkling wine is the top selection for New Year’s Eve. Liquor/spirits/cocktails are the second choice overall, though among women they share this position with table wine.

A different kind of bubbles on Super Bowl Sunday

On Super Bowl Sunday, these Americans turn from grapes to grains, as beer is the top selection across the age spectrum and for both men and women. Liquor/spirits/cocktails come in second, while flavored malt beverages are choice number three overall; those aged 55 and older turn to table wine as their third choice.

Different top choices but a common runner-up when we celebrate the saints (Valentine and Patrick)

Wine, it would appear, is for lovers. That’s the top takeaway from table wine’s pole position come Valentine’s Day, with ages and genders in full agreement. As the calendar moves on to St. Patrick’s Day, it may not come as a surprise that beer takes first chair. However, these saints do have some common ground, as liquor, spirits and cocktails come in as the second most popular drink on both their holidays.

Cinco de Mayo follows the good St. Patrick’s lead, with beer being the most popular drink followed by liquor, spirits, and cocktails. Come Mother’s Day though, it’s time to get out the bottle opener again as wine takes back the top spot and holds onto it through Easter.

Beer – the official adult beverage of summer?

Once grilling season kicks off though, beer seems to hang on as the top holiday selection until things cool off. It’s the number one selection both overall and, more specifically, across age and gender lines for Memorial Day weekend, the Fourth of July and Labor Day weekend.

In fact, the entire roster of top five selections is consistent across all three of these holidays, with liquor/spirits/cocktails coming in second and table wine third. While perhaps less well known, flavored malt beverages are the fourth most common selection for these holidays, while hard cider comes in fifth.

 

To see other recent Harris Polls, please visit the Harris Poll News Room.

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TABLE 1

Frequency of Alcohol Consumption

By Age and Gender

How often do you drink alcohol, including beer, wine, or liquor?

Base: All adults over the age of 21

Total

Age

Gender

21-34

35-44

45-54

55-64

65+

Men

Women

%

%

%

%

%

%

%

%

Ever Drink Alcohol (NET)

74

77

75

71

73

75

76

73

At Least Several Times A Year (Net)

64

70

66

61

61

62

68

61

Daily

7

4

6

4

7

13

9

4

Several times a week

13

13

11

12

13

13

16

10

A least once a week

15

16

16

17

17

12

16

15

Several times a month

11

16

12

12

6

8

10

12

At least once a month

9

12

9

8

9

7

9

10

Several times a year

9

9

12

7

9

9

8

10

At least once a year

4

4

3

3

5

5

4

4

Less often than once a year

6

4

5

8

7

8

4

8

I never drink alcohol

26

23

25

29

27

25

24

27

Note: Percentages may not add up exactly to 100% due to rounding


TABLE 2

TOP FIVE ALCOHOLIC BEVERAGES DRINK MOST OFTEN – THROUGHOUT THE YEAR

By Age and Gender

Now thinking less specifically, which of the following types of alcoholic beverages, if any, are you most likely to drink in general, throughout the year? Please select all that apply.

Base: U.S. adults over the age of 21 who drink alcohol at least several times a year

1st

2nd

3rd

4th

5th

Total

Beer

Wine (Red or White – Net)

Liquor/ Spirits/ Cocktails

Flavored Malt Beverages

Sparkling Wine

Age

21-34

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Hard Cider

35-44

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Hard Cider

45-54

Beer

Wine (Red or White – Net)

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Sparkling Wine

55-64

Beer

Wine (Red or White – Net)

Liquor/Spirits/ Cocktails

Flavored Malt Beverages & Sparkling Wine (TIE)

65+

Wine (Red or White – Net)

Liquor/Spirits/ Cocktails

Beer

Sparkling Wine

Flavored Malt Beverages

Gender

Male

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages & Sparkling Wine (TIE)

Female

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Sparkling Wine

 

TABLE 3.1

TOP FIVE ALCOHOLIC BEVERAGES DRINK MOST OFTEN – NEW YEAR’S EVE

By Age and Gender

Thinking about the following holidays throughout the year, which of the following types of alcoholic beverages, if any, are you most likely to drink for each? You may select all that apply for each holiday.

Base: U.S. adults over the age of 21 who drink alcohol at least several times a year

1st

2nd

3rd

4th

5th

Total

Sparkling Wine

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Beer

Flavored Malt Beverages

Age

21-34

Sparkling Wine

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Beer

Flavored Malt Beverages

35-44

Sparkling Wine

Liquor/Spirits/ Cocktails

Beer

Wine (Red or White – Net)

Flavored Malt Beverages

45-54

Sparkling Wine

Liquor/Spirits/ Cocktails

Beer

Wine (Red or White – Net)

Flavored Malt Beverages

55-64

Sparkling Wine

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Beer

Other

65+

Sparkling Wine

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Beer

Other

Gender

Male

Sparkling Wine

Liquor/Spirits/ Cocktails

Beer

Wine (Red or White – Net)

Flavored Malt Beverages & Hard Cider & Other (TIE)

Female

Sparkling Wine

Liquor/Spirits/ Cocktails &

Wine (Red or White – Net) (TIE)

Beer

Flavored Malt Beverages


TABLE 3.2

TOP FIVE ALCOHOLIC BEVERAGES DRINK MOST OFTEN – SUPER BOWL

By Age and Gender

Thinking about the following holidays throughout the year, which of the following types of alcoholic beverages, if any, are you most likely to drink for each? You may select all that apply for each holiday.

Base: U.S. adults over the age of 21 who drink alcohol at least several times a year

1st

2nd

3rd

4th

5th

Total

Beer

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Wine (Red or White – Net)

Hard Cider

Age

21-34

Beer

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Hard Cider

Wine (Red or White – Net) & Other (TIE)

35-44

Beer

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Hard Cider

Wine (Red or White – Net)

45-54

Beer

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Wine (Red or White – Net) & Hard Cider (NET)

55-64

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Hard Cider

65+

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Other

Gender

Male

Beer

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Hard Cider

Wine (Red or White – Net)

Female

Beer

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Wine (Red or White – Net)

Hard Cider


TABLE 3.3

TOP FIVE ALCOHOLIC BEVERAGES DRINK MOST OFTEN – VALENTINE’S DAY

By Age and Gender

Thinking about the following holidays throughout the year, which of the following types of alcoholic beverages, if any, are you most likely to drink for each? You may select all that apply for each holiday.

Base: U.S. adults over the age of 21 who drink alcohol at least several times a year

1st

2nd

3rd

4th

5th

Total

Wine (Red or White – Net)

Liquor/Spirits/ Cocktails

Beer & Sparkling Wine (TIE)

Flavored Malt Beverages & Other (TIE)

Age

21-34

Wine (Red or White – Net)

Liquor/Spirits/ Cocktails

Sparkling Wine

Beer

Flavored Malt Beverages

35-44

Wine (Red or White – Net)

Liquor/Spirits/ Cocktails

Sparkling Wine

Beer

Hard Cider

45-54

Wine (Red or White – Net)

Liquor/Spirits/ Cocktails

Beer & Sparkling Wine (TIE)

Flavored Malt Beverages

55-64

Wine (Red or White – Net)

Liquor/Spirits/ Cocktails

Beer

Sparkling Wine

Flavored Malt Beverages & Other (TIE)

65+

Wine (Red or White – Net)

Liquor/Spirits/ Cocktails

Beer

Sparkling Wine

Other

Gender

Male

Wine (Red or White – Net)

Liquor/Spirits/ Cocktails

Beer

Sparkling Wine

Flavored Malt Beverages

Female

Wine (Red or White – Net)

Liquor/Spirits/ Cocktails

Sparkling Wine

Beer

Other


TABLE 3.4

TOP FIVE ALCOHOLIC BEVERAGES DRINK MOST OFTEN – ST. PATRICK’S DAY

By Age and Gender

Thinking about the following holidays throughout the year, which of the following types of alcoholic beverages, if any, are you most likely to drink for each? You may select all that apply for each holiday.

Base: U.S. adults over the age of 21 who drink alcohol at least several times a year

1st

2nd

3rd

4th

5th

Total

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages & Hard Cider (TIE)

Age

21-34

Beer

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Hard Cider

Other

35-44

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Hard Cider

Flavored Malt Beverages

45-54

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Sparkling Wine & Other (TIE)

55-64

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages & Hard Cider (TIE)

65+

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages & Hard Cider (TIE)

Gender

Male

Beer

Liquor/Spirits/ Cocktails

Hard Cider

Flavored Malt Beverages & Wine (Red or White – Net) (TIE)

Female

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Other


TABLE 3.5

TOP FIVE ALCOHOLIC BEVERAGES DRINK MOST OFTEN – EASTER

By Age and Gender

Thinking about the following holidays throughout the year, which of the following types of alcoholic beverages, if any, are you most likely to drink for each? You may select all that apply for each holiday.

Base: U.S. adults over the age of 21 who drink alcohol at least several times a year

1st

2nd

3rd

4th

5th

Total

Wine (Red or White – Net)

Beer & Liquor/Spirits/Cocktails (TIE)

Sparkling Wine

Flavored Malt Beverages & Other (TIE)

Age

21-34

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Other

35-44

Wine (Red or White – Net)

Beer & Liquor/Spirits/Cocktails (TIE)

Sparkling Wine & Other (TIE)

45-54

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Sparkling Wine

55-64

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Sparkling Wine

Hard Cider & Other (TIE)

65+

Wine (Red or White – Net)

Liquor/Spirits/ Cocktails

Beer

Other

Sparkling Wine

Gender

Male

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Sparkling Wine & Hard Cider & Other (TIE)

Female

Wine (Red or White – Net)

Liquor/Spirits/ Cocktails

Beer

Sparkling Wine & Flavored Malt Beverages (TIE)


TABLE 3.6

TOP FIVE ALCOHOLIC BEVERAGES DRINK MOST OFTEN – CINCO DE MAYO

By Age and Gender

Thinking about the following holidays throughout the year, which of the following types of alcoholic beverages, if any, are you most likely to drink for each? You may select all that apply for each holiday.

Base: U.S. adults over the age of 21 who drink alcohol at least several times a year

1st

2nd

3rd

4th

5th

Total

Beer

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Wine (Red or White – Net) & Other (TIE)

Age

21-34

Beer

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Other

Hard Cider

35-44

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Hard Cider

Flavored Malt Beverages

45-54

Beer

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Wine (Red or White – Net) & Other (TIE)

55-64

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Other

Flavored Malt Beverages

65+

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages & Hard Cider (TIE)

Gender

Male

Beer

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Wine (Red or White – Net)

Hard Cider & Other (TIE)

Female

Beer

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Other

Wine (Red or White – Net)


TABLE 3.7

TOP FIVE ALCOHOLIC BEVERAGES DRINK MOST OFTEN – MOTHER’S DAY

By Age and Gender

Thinking about the following holidays throughout the year, which of the following types of alcoholic beverages, if any, are you most likely to drink for each? You may select all that apply for each holiday.

Base: U.S. adults over the age of 21 who drink alcohol at least several times a year

1st

2nd

3rd

4th

5th

Total

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Sparkling Wine

Flavored Malt Beverages

Age

21-34

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Sparkling Wine

Flavored malt Beverages

35-44

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Sparkling Wine

Other

45-54

Wine (Red or White – Net)

Beer & Sparkling Wine (TIE)

Liquor/Spirits/ Cocktails

Flavored Malt Beverages & Other (TIE)

55-64

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Sparkling Wine

Other

65+

Wine (Red or White – Net)

Liquor/Spirits/ Cocktails

Sparkling Wine

Beer

Other

Gender

Male

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Sparkling Wine

Flavored Malt Beverages & Other (TIE)

Female

Wine (Red or White – Net)

Liquor/Spirits/Cocktails & Sparkling Wine (TIE)

Beer

Flavored Malt Beverages


TABLE 3.8

TOP FIVE ALCOHOLIC BEVERAGES DRINK MOST OFTEN – MEMORIAL DAY WEEKEND

By Age and Gender

Thinking about the following holidays throughout the year, which of the following types of alcoholic beverages, if any, are you most likely to drink for each? You may select all that apply for each holiday.

Base: U.S. adults over the age of 21 who drink alcohol at least several times a year

1st

2nd

3rd

4th

5th

Total

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Hard Cider

Age

21-34

Beer

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Hard Cider

Wine (Red or White – Net) & Other (TIE)

35-44

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Hard Cider

Flavored Malt Beverages

45-54

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Hard Cider

55-64

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net) & Flavored Malt Beverages (TIE)

Other

65+

Beer

Wine (Red or White – Net)

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Hard Cider

Gender

Male

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Hard Cider

Female

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Hard Cider


TABLE 3.9

TOP FIVE ALCOHOLIC BEVERAGES DRINK MOST OFTEN – FOURTH OF JULY

By Age and Gender

Thinking about the following holidays throughout the year, which of the following types of alcoholic beverages, if any, are you most likely to drink for each? You may select all that apply for each holiday.

Base: U.S. adults over the age of 21 who drink alcohol at least several times a year

1st

2nd

3rd

4th

5th

Total

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Hard Cider

Age

21-34

Beer

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Wine (Red or White – Net)

Hard Cider

35-44

Beer

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Hard Cider

Wine (Red or White – Net)

45-54

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net) & Flavored Malt Beverages (TIE)

Hard Cider & Other (TIE)

55-64

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Hard Cider

65+

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Hard Cider

Gender

Male

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Hard Cider

Female

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Hard Cider

 

TABLE 3.10

TOP FIVE ALCOHOLIC BEVERAGES DRINK MOST OFTEN – LABOR DAY WEEKEND

By Age and Gender

Thinking about the following holidays throughout the year, which of the following types of alcoholic beverages, if any, are you most likely to drink for each? You may select all that apply for each holiday.

Base: U.S. adults over the age of 21 who drink alcohol at least several times a year

1st

2nd

3rd

4th

5th

Total

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Hard Cider

Age

21-34

Beer

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

Wine (Red or White – Net)

Hard Cider

35-44

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Hard Cider

45-54

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Other

55-64

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net) & Flavored Malt Beverages (TIE)

Hard Cider

65+

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages & Hard Cider (TIE)

Gender

Male

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Hard Cider

Female

Beer

Liquor/Spirits/ Cocktails

Wine (Red or White – Net)

Flavored Malt Beverages

Hard Cider


TABLE 3.11

TOP FIVE ALCOHOLIC BEVERAGES DRINK MOST OFTEN – THANKSGIVING

By Age and Gender

Thinking about the following holidays throughout the year, which of the following types of alcoholic beverages, if any, are you most likely to drink for each? You may select all that apply for each holiday.

Base: U.S. adults over the age of 21 who drink alcohol at least several times a year

1st

2nd

3rd

4th

5th

Total

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Sparkling Wine

Hard Cider

Age

21-34

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Hard Cider

Sparkling Wine

35-44

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Sparkling Wine

Hard Cider

45-54

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Sparkling Wine

Hard Cider

55-64

Wine (Red or White – Net)

Beer & Sparkling Wine (TIE)

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

65+

Wine (Red or White – Net)

Liquor/Spirits/ Cocktails

Beer

Sparkling Wine

Other

Gender

< td>

Male

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Sparkling Wine

Hard Cider

Female

Wine (Red or White – Net)

Liquor/Spirits/ Cocktails

Beer & Sparkling Wine (TIE)

Hard Cider & Flavored Malt Beverages (TIE)

 

TABLE 3.12

TOP FIVE ALCOHOLIC BEVERAGES DRINK MOST OFTEN – CHRISTMAS

By Age and Gender

Thinking about the following holidays throughout the year, which of the following types of alcoholic beverages, if any, are you most likely to drink for each? You may select all that apply for each holiday.

Base: U.S. adults over the age of 21 who drink alcohol at least several times a year

1st

2nd

3rd

4th

5th

Total

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Sparkling Wine

Hard Cider

Age

21-34

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Hard Cider

Sparkling Wine

35-44

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Sparkling Wine

Hard Cider

45-54

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Sparkling Wine

Hard Cider & Other (TIE)

55-64

Wine (Red or White – Net)

Beer & Sparkling Wine (TIE)

Liquor/Spirits/ Cocktails

Flavored Malt Beverages

65+

Wine (Red or White – Net)

Liquor/Spirits/ Cocktails

Beer

Sparkling Wine

Other

Gender

Male

Wine (Red or White – Net)

Beer

Liquor/Spirits/ Cocktails

Sparkling Wine

Hard Cider

Female

Wine (Red or White – Net)

Liquor/Spirits/ Cocktails

Beer & Sparkling Wine (TIE)

Hard Cider & Flavored Malt Beverages (TIE)


TABLE4

ALCOHOLIC BEVERAGES MOST LIKELY TO DRINK

By Occasion

Thinking about the following holidays throughout the year, which of the following types of alcoholic beverages, if any, are you most likely to drink for each? You may select all that apply for each holiday.

Base: U.S. adults over the age of 21 who drink alcohol at least several times a year

In General

New Year’s Eve

Super Bowl

Valentine’s Day

St. Patrick’s Day

Easter

Cinco de Mayo

Mother’s Day

Memorial Day Weekend

Fourth of July

Labor Day Weekend

Thanksgiving

Christmas

%

%

%

%

%

%

%

%

%

%

%

%

%

Celebrate This Holiday (Net)

N/A

94

86

86

81

86

67

87

93

95

93

95

95

Drink Alcohol On This Holiday (Net)

N/A

89

76

68

64

55

52

52

75

82

75

79

79

Beer

61

31

60

14

44

15

33

15

52

59

51

26

24

Table wine (Red or White – Net)

49

34

13

44

11

33

8

33

17

17

17

52

47

Red wine

35

22

8

33

6

19

5

21

11

11

10

37

34

White wine

32

24

9

28

7

23

5

24

11

11

13

35

32

Liquor/Spirits/Cocktails

45

45

29

19

24

15

23

13

28

32

28

24

31

Flavored Malt Beverages (e.g., Bud Light Lime Ritas (any flavor), Mike’s Hard Lemonade (any flavor))

16

12

16

7

9

5

10

6

14

16

14

7

8

Sparkling wine (e.g., Champagne)

13

53

5

14

3

6

3

10

3

6

3

16

22

Hard Cider

9

9

12

5

9

4

6

3

11

11

10

9

7

Other Alcoholic Beverages

6

10

9

7

7

5

8

5

8

8

7

7

8

None- I don’t drink on this holiday

N/A

5

10

18

17

31

15

35

18

13

17

17

16

N/A – I don’t celebrate this holiday

N/A

6

14

14

19

14

33

13

7

5

7

5

5

Note: Multiple responses accepted


Methodology

This Harris Poll was conducted online, in English, within the United States between August 20 and 22 among 1,951 adults aged 21 and over (of whom 1,176 drink alcohol several times per year or more). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, The Harris Poll avoids the words margin of error as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Poll surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in our panel, no estimates of theoretical sampling error can be calculated.

These statements conform to the principles of disclosure of the National Council on Public Polls.

The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior written permission of The Harris Poll.

Product and brand names are trademarks or registered trademarks of their respective owners.

The Harris Poll® #108, December 3, 2014

By Larry Shannon-Missal, Managing Editor, The Harris Poll

About The Harris Poll®

Begun in 1963, The Harris Poll is one of the longest running surveys measuring public opinion in the U.S. and is highly regarded throughout the world. The nationally representative polls, conducted primarily online, measure the knowledge, opinions, behaviors and motivations of the general public. New and trended polls on a wide variety of subjects including politics, the economy, healthcare, foreign affairs, science and technology, sports and entertainment, and lifestyles are published weekly. For more information, or to see other recent polls, visit the Harris Poll News Room.