Americans in Tea Party Towns – Past (Boston) and Present (D.C.) – Most Likely to Drink Alcohol At Least Once a Week

    New York, N.Y. – October 24, 2013 – Whether it’s a hoppy IPA or an earthy cabernet, a funky new flavor of vodka or a smoky single malt scotch, there’s no shortage of choice when it comes to alcoholic beverages. But what are the most popular types in the ten largest U.S. cities? And how likely are those markets’ inhabitants to sample them? According to a study utilizing Harris Interactive’s Harris Poll® Major Market Query (MMQ) omnibus platform, the answer to this second question has, as it turns out, a thing or two to do with tea (or possibly tee).

    According to the study, Americans 21 and older in the original Tea Party town (Boston) and the town where Tea Party Republicans have been making recent waves (Washington, D.C.) are more likely than those in any of America’s other top ten markets to drink alcohol at least once a week (44% each).

    These are among the findings of a Harris Poll of 2,003 U.S. adults, ages 21 and older and living in the top 10 American markets by population (roughly 200 per market), surveyed online between September 25 and October 1, 2013 by Harris Interactive. The study utilized the MMQ platform, an omnibus survey offering a sample of the 10 top major metropolitan areas of the United States.

    On the other end of things, the T in Texas is, apparently, for teetotalers, with Dallas/Fort Worth and Houston residents being the likeliest – by a wide margin – to indicate that they never drink alcohol (31% and 28%, respectively).

    What’ll it be?

    Among those who drink alcohol at least several times a year, beer, wine and spirits receive varying levels of love. When it comes to what percentage in each market say they ever drink various types of alcoholic beverages…

    • More consumers in Philadelphia ever drink beer (70%) than in any other market, followed by those in Dallas/Fort Worth (66%), Los Angeles (64%), Atlanta (64%), D.C. (63%) and Chicago (62%); NYC Metro and Houston consumers (55% each) are least likely to do so.
    • NYC Metro and Boston consumers (70% and 69%, respectively) are the most likely to ever drink wine; Dallas/Fort Worth consumers (41%) are least likely.
    • Vodka seems to most wet the whistles of consumers in the NYC Metro (48%), D.C. (46%) and Chicago (45%) markets, while those in the Los Angeles (28%) and Houston (30%) markets are least likely to ever drink it.
    • Whether it’s spelled whiskey or whisky, and whether it comes in the form of bourbon, scotch or other varieties, D.C. (39%), Dallas/Fort Worth (37%), Boston (37%) and Atlanta (35%) consumers are most likely to gravitate toward this category; those in Los Angeles (21%), Chicago (22%) and Houston (22%) are least likely to do so.
    • D.C. is also the market showing the strongest affinity for rum (37%), while consumers in Houston (33%), Boston (29%) and Chicago (29%) are the most likely to ever drink tequila.
    • And when it comes to breaking out the bubbly, consumers in the D.C. (26%) and NYC Metro (25%) markets are more likely than those in any other market to ever drink champagne or sparkling wine.

    Top shelf selections

    It’s one thing to ever drink something, but what do consumers in each city say they drink most often?

    • Beer tops the list in most markets, holding the #1 position in all but NYC, Los Angeles and San Francisco – all three of which are in states with thriving wine industries, which may contribute to the fact that wine is the top selection in these markets.
    • Wine holds the #2 spot in Chicago, Philadelphia, Boston, D.C., Atlanta and Houston, while beer is in the second position in NYC, Los Angeles and San Francisco. Dallas/Fort Worth stands out in the crowd, with the whiskey family coming in second – the only market where a top two spot is held by anything other than beer or wine.
    • Vodka ranks third in most markets, with the exceptions being whiskey in Boston and Atlanta, and wine in Dallas/Fort Worth.

    For more information regarding Harris Poll MMQ, please contact [email protected].

    To view the full findings, or to see other recent Harris Polls, please visit the Harris Poll News Room.

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    TABLE 1

    HOW OFTEN DRINK ALCOHOL

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

    Base: U.S. adults

    10-City Total

    NYC Metro, NY

    Los Angeles, CA

    Chicago, IL

    Philadelphia, PA

    Dallas/Fort Worth, TX

    San Francisco, CA

    Boston, MA

    Washington, D.C.

    Atlanta, GA

    Houston, TX

    %

    %

    %

    %

    %

    %

    %

    %

    %

    %

    %

    At least once a week (NET)

    37

    37

    35

    40

    38

    27

    34

    44

    44

    39

    31

    Daily

    7

    8

    7

    8

    8

    6

    6

    10

    8

    10

    5

    Several times a week

    14

    15

    11

    17

    17

    11

    13

    18

    19

    15

    9

    At least once a week

    15

    15

    17

    15

    14

    10

    15

    15

    16

    15

    17

    Several times a month

    11

    12

    12

    9

    9

    8

    11

    10

    8

    15

    12

    At least once a month

    11

    9

    14

    11

    14

    7

    14

    7

    11

    9

    9

    Several times a year

    9

    11

    7

    13

    9

    10

    11

    9

    7

    8

    6

    At least once a year

    5

    5

    4

    3

    8

    5

    6

    4

    2

    3

    6

    Less often than once a year

    7

    6

    10

    7

    3

    11

    6

    6

    9

    5

    8

    I never drink alcohol

    21

    19

    19

    17

    19

    31

    18

    21

    20

    20

    28

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


    TABLE 2

    ALCOHOLIC BEVERAGES EVER DRINK

    Which alcoholic beverages do you personally drink either at home or away from home? If you have mixed drinks, such as sours or martinis, please indicate the type of liquor they contain. Please select all that apply.

    Base: U.S. adults who drink alcohol at least several times a year

    10-City Total

    NYC Metro, NY

    Los Angeles, CA

    Chicago, IL

    Philadelphia, PA

    Dallas/Fort Worth, TX

    San Francisco, CA

    Boston, MA

    Washington, D.C.

    Atlanta, GA

    Houston, TX

    %

    %

    %

    %

    %

    %

    %

    %

    %

    %

    %

    Beer

    61

    55

    64

    62

    70

    66

    59

    57

    63

    64

    55

    Wine (NET)

    60

    70

    58

    53

    60

    41

    57

    69

    61

    55

    52

    Domestic wine

    56

    65

    57

    50

    58

    40

    55

    66

    60

    52

    42

    Foreign wine

    33

    38

    26

    32

    40

    20

    29

    43

    42

    31

    29

    Vodka

    40

    48

    28

    45

    39

    38

    35

    38

    46

    37

    30

    Whiskey (NET)

    28

    27

    21

    22

    26

    37

    27

    37

    39

    35

    22

    Bourbon

    15

    14

    10

    11

    14

    15

    20

    20

    21

    25

    10

    Scotch

    13

    15

    7

    12

    15

    14

    10

    18

    22

    14

    13

    Other whiskey (Canadian, Irish)

    13

    18

    9

    10

    16

    16

    8

    20

    15

    13

    7

    Rum

    25

    27

    27

    17

    19

    30

    27

    25

    37

    29

    19

    Tequila

    24

    19

    27

    29

    16

    25

    27

    29

    26

    21

    33

    Champagne/Sparkling wine

    22

    25

    21

    23

    23

    16

    23

    22

    26

    14

    23

    Cordials and liqueurs

    13

    14

    14

    10

    13

    12

    9

    13

    10

    22

    9

    Gin

    12

    8

    8

    14

    15

    20

    18

    20

    19

    9

    10

    Cognac

    8

    11

    3

    11

    6

    5

    6

    9

    8

    9

    11

    Brandy/Armagnac

    7

    11

    2

    8

    5

    4

    4

    7

    7

    11

    10

    Other

    5

    4

    8

    4

    2

    10

    6

    5

    4

    3

    6

    Note: Multiple responses accepted


    TABLE 3

    ALCOHOLIC BEVERAGE DRINK MOST OFTEN

    Although you may drink several types of alcoholic beverages, which one would you say you drink most often?

    Base: U.S. adults who drink alcohol at least several times a year

    10-City Total

    NYC Metro, NY

    Los Angeles, CA

    Chicago, IL

    Philadelphia, PA

    Dallas/Fort Worth, TX

    San Francisco, CA

    Boston, MA

    Washington, D.C.

    Atlanta, GA

    Houston, TX

    %

    %

    %

    %

    %

    %

    %

    %

    %

    %

    %

    Beer

    34

    31

    34

    29

    47

    46

    32

    34

    31

    37

    35

    Wine (NET)

    31

    41

    37

    23

    25

    14

    37

    32

    29

    29

    22

    Domestic wine

    26

    32

    33

    18

    23

    12

    33

    25

    23

    28

    18

    Foreign wine

    5

    9

    4

    5

    3

    2

    4

    7

    6

    1

    4

    Vodka

    11

    11

    8

    18

    14

    8

    7

    8

    14

    10

    13

    Whiskey (NET)

    6

    2

    1

    8

    7

    15

    6

    14

    7

    11

    6

    Bourbon

    3

    2

    1

    2

    3

    3

    3

    7

    5

    7

    1

    Scotch

    2

    1

    1

    4

    4

    5

    3

    5

    1

    3

    4

    Other whiskey (Canadian, Irish)

    1

    2

     

    6

    1

    3

    1

    1

    1

    Champagne/Sparkling wine

    4

    8

    3

    6

    2

    1

    3

     

    3

    2

    3

    Rum

    3

    2

    5

    1

    2

    9

    4

    3

    7

    3

    3

    Tequila

    3

    1

    3

    6

    2

     

    1

    3

    2

    2

    9

    Gin

    2

    1

    2

    1

    5

    6

    1

    1

    1

    3

    Cordials and liqueurs

    1

     

    2

    1

     

    1

     

    1

    5

    2

    Cognac

    1

    1

    2

    2

    2

    Brandy/Armagnac

    1

    1

    2

     

     

     

    Other

    2

    1

    4

    3

    1

    2

    4

    3

    2

    4

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

    indicates that <0.5% selected this response

    – indicates that none within the market selected this response


    TABLE 4

    TOP FIVE ALCOHOLIC BEVERAGES DRINK MOST OFTEN – BY MARKET

    Although you may drink several types of alcoholic beverages, which one would you say you drink most often?

    Base: U.S. adults who drink alcohol at least several times a year

    1st

    2nd

    3rd

    4th

    5th

    10-City Total

    Beer

    Wine

    Vodka

    Whiskey

    Champagne/ Sparkling Wine

    NYC Metro, NY

    Wine

    Beer

    Vodka

    Champagne/ Sparkling Wine

    Whiskey; Rum (tie)

    Los Angeles, CA

    Wine

    Beer

    Vodka

    Rum

    Champagne/ Sparkling Wine; Tequila (tie)

    Chicago, IL

    Beer

    Wine

    Vodka

    Whiskey

    Champagne/ Sparkling Wine; Tequila (tie)

    Philadelphia, PA

    Beer

    Wine

    Vodka

    Whiskey

    Champagne/ Sparkling Wine; Rum; Tequila (tie)

    Dallas/Fort Worth, TX

    Beer

    Whiskey

    Wine

    Rum

    Vodka

    San Francisco, CA

    Wine

    Beer

    Vodka

    Whiskey; Gin (tie)

    Rum

    Boston, MA

    Beer

    Wine

    Whiskey

    Vodka

    Rum; Tequila (tie)

    Washington, D.C.

    Beer

    Wine

    Vodka

    Whiskey; Rum (tie)

    Cordials and liqueurs

    Atlanta, GA

    Beer

    Wine

    Whiskey

    Vodka

    Rum

    Houston, TX

    Beer

    Wine

    Vodka

    Tequila

    Whiskey


    Methodology

    This Harris Poll was conducted online within the United States between September 25 and October 1, 2013 among 2,003 adults (aged 21 and over) in the top 10 U.S. markets (204 in the NYC Metro area, NY; 198 in Los Angeles, CA; 199 in Chicago, IL; 204 in Philadelphia, PA; 200 in Dallas/Fort Worth, TX; 200 in San Francisco, CA; 205 in Boston, MA; 197 in Washington, D.C.; 196 in Atlanta, GA and 200 in Houston, TX). 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. Where appropriate, these data were also weighted to reflect the composition of the adult online 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, Harris Interactive 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 Interactive 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 the Harris Interactive 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 Harris Interactive.

    The Harris Poll® #74, October 24, 2013

    By Larry Shannon-Missal Harris Poll Research Manager

    About Harris Interactive

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