SOURCE: Infogroup


November 14, 2016 08:01 ET

STUDY: Portland Ranks #1 City for Both Beer and Wine Businesses

Infogroup data ranks beer and wine cities, identifies consumer lifestyle differences

OMAHA, NE--(Marketwired - November 14, 2016) - Portland, Ore., is the most favorable city in the U.S. for both the beer and wine industries, according to a new study from leading business data and analytics provider Infogroup.

To determine the top U.S. cities for both beer and wine lovers, Infogroup used its verified business database of more than 15 million records to identify which metro areas are home to the most beer retailers and breweries (including craft and microbreweries), as well as which metro areas boast the most wine retailers and wineries. Once these factors were compiled, Metropolitan Statistical Areas (MSAs) with a population of one million or more were ranked by their concentration of beer- or wine-related businesses per 10,000 residents.

Using these indicators, Infogroup ranked the following as the top 10 beer and top 10 wine cities:

Beer Cities Wine Cities
1. Portland, Ore. 1. Portland, Ore.
2. Denver 2. San Francisco
3. Grand Rapids, Mich. 3. Seattle
4. Seattle 4. Sacramento, Calif.
5. Detroit 5. Rochester, N.Y.
6. Raleigh, N.C. 6. San Jose, Calif.
7. San Diego 7. New York
8. Cincinnati 8. Washington, D.C.
9. Milwaukee 9. Hartford, Conn.
10. Pittsburgh 10. Cincinnati

According to the report, there is a significant relationship between the concentration of beer businesses to the concentration of wine businesses. Although Portland tops both lists as the top city for both beer and wine, Seattle and Cincinnati appear on both lists, as well. Seattle ranks fourth and third for top beer and wine cities, respectively, while Cincinnati ranks eighth and tenth on the respective lists.

"Through data analysis we are able to highlight cities where industry penetration of beer and wine plays a major role in the social and cultural aspects of consumer's lives," said Matt Graves, chief data officer at Infogroup. "This analysis provides the best foundation for marketers and business owners looking to begin a career or start a business in the beer or wine industries. Knowing where demand is greater and how it impacts consumers allows them to start a business under thriving conditions."

The study also provides insight into the lifestyle differences between beer and wine drinkers. Compared to wine cities, for instance, top beer cities have a higher percentage of homeowners and a slightly higher percentage of married households and families with children. In addition, beer metro areas are more likely to own pets (cats and/or dogs) and eat at family restaurants.

Metro areas that prefer wine, on the other hand, have a higher average income and home value, along with a slightly higher percentage of college graduates. Residents of wine metro areas show a higher propensity for traveling (especially cruises and foreign travel), joining physical fitness clubs and practicing yoga and Pilates, as well.

Additional findings include:

  • Residents of beer metro areas are more likely to prefer country music concerts for entertainment.
  • Residents of wine metro areas prefer live theater and classical musical concerts.
  • Despite having a higher average income, the average purchasing power (income adjusted for the cost of living) in wine metro areas is actually lower than it is in beer metro areas.

"These insights present significant opportunities for breweries, wineries and retailers who are looking to reach consumers effectively," said Mike Iaccarino, chairman and CEO of Infogroup. "We hope businesses capitalize on the lifestyle information and get to know their audience at a greater level, also taking into account the correlation between beer and wine cities for planning and targeting purposes."

Infogroup's U.S. verified database contains more than 15 million business records and its consumer database contains more than 245 million individual consumer records. To read more about Infogroup's Top 10 U.S. Beer and Wine Cities data study, click here.

About Infogroup

Infogroup is a big data, analytics and marketing services provider that delivers best in class data-driven, customer-centric technology solutions. Our data and software-as-a-service (DaaS & SaaS) offerings help clients of all sizes, from small companies to FORTUNE 100 enterprises, increase their sales and customer loyalty. Infogroup provides both digital and traditional marketing channel expertise that is enhanced by access to our proprietary data on 245MM individuals and 25MM businesses, which is distributed real-time to our clients. For more information, visit:

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