Alcohol Preferences of Russian Americans

Abstract

SUBJECTS

The Subjects of this survey are representatives of the Russian* community residing in the US. All Subjects are over 18 years of age. The selected sample size (as stated below) are sufficient to produce �} 4% accuracy.

• Total Sample size: 2200
• Males 49%, females 51%

Three methods of data collection are used in this survey: Questionnaire, Internet Survey and Telephone Interview. Such diversity in methodology secured several important benefits, while shortcomings of each method are covered by another method used. Internet surveys allow for reaching a large number of subjects in a short period of time; telephone interviews allow for a larger response rate than Internet surveys (or other self administered questionnaires), and provide an opportunity to explain the questions to subjects, thus minimizing the chances of error. Since neither internet surveys, nor questionnaires provide any control over demographic characteristics of the subjects, telephone interviews are chosen as the third method to secure a more representative sample in terms of age and social status for each group. In addition, this method allows for more personal interaction with the subject, which enhances the data with important comments and suggestions received from the Subject.

QUESTIONNAIRES

The questionnaires were distributed through the Press Release Group network of locations in the area.

INTERNET SURVEYS

An in-language banner was posted on the most popular Russian web sites in the USA; each banner was linked to the questionnaire.

TELEPHONE INTERVIEW

Random phone numbers were selected from a registered database; a specially trained native speaker called the numbers with a request to participate in the survey. Those who were willing to participate provided answers to the questionnaire.

SUMMARY OF THE POLL RESULTS

• The majority of Russian Americans (64%) have reported that they consume alcohol a few times a month; the most active in this category are 18-21 and 35-44 year olds.
• 25-34 year olds constitute the largest group of those, who consume alcohol a few times a week.
• According to the results, bars, clubs and lounges are the primary locations where consumption occurs, with 26% of Russian Americans have reportely going to one of those a few times a month. The predominant age group at those locations is 18-24.
• As Russian Americans get older and move to higher income brackets, they progressively substitute bars, clubs and lounges with drinking in restaurants and at home.
• 40% of Russian Americans indicated that they prefer to consume their drinks straight up.
• The favorite alcoholic beverage for Russian Americans is beer. Out of imported beers, their first preference is Baltika. Out of domestic beers, Samuel Adams is far ahead of its competitors with 34% of the population, followed by Miller with 19%.
• The second favorite alcoholic beverage for Russian Americans is a cocktail, as indicated by 17% of the respondents.
• Vodka holds the third place among Russian Americans, as it is the favorite alcoholic beverage of 14% of the population. The three most preferred brands of vodka are: Stolichnaya (20%), Grey Goose (16%) and Absolut (16%). Ketel One is one of the top brands among 18-24 year olds.
• Whiskey is not one of the favorite alcoholic beverages for Russian Americans, but those who drink are most likely to be found among 35-54 year olds, and their favorite brands are Chivas Regal and Johnny Walker.
• In wine, Russian-Americans have expressed stronger preference for Merlot, Cabernet Sauvignon and Bordeaux wines. Russian men mostly prefer Kagor and Riesling, while for women the most popular wines are Pinot Noir and Pinot Grigio.

Table of Contents

METHODOLOGY

SUBJECTS

PROCEDURE

SUMMARY OF THE POLL RESULTS

1. FREQUENCY OF ALCOHOL CONSUMPTION

• GRAPH 1: Frequency of alcohol consumption
• GRAPH 2: Frequency of alcohol consumption by gender
• GRAPH 3: Frequency of alcohol consumption by age groups
• GRAPH 4: Frequency of alcohol consumption by income

2. PLACES OF ALCOHOL CONSUMPTION

• GRAPH 5: Places of alcohol consumption
• GRAPH 6: Places of alcohol consumption by gender
• GRAPH 7: Places of alcohol consumption by age groups
• GRAPH 8: Places of alcohol consumption by income

3. FAVORITE LIQUORS

• GRAPH 9: Favorite liquors
• GRAPH 10: Favorite liquors by gender
• GRAPH 11: Favorite liquors by income

4. VODKA PREFERENCES

• GRAPH 12: Favorite vodka brands
• GRAPH 13: Favorite vodka brands by gender
• GRAPH 14: Favorite vodka brands by age groups

5. WHISKEY PREFERENCES

• GRAPH 15: Favorite whiskey brands
• GRAPH 16: Favorite whiskey brands by age groups

6. WINE PREFERENCES

• GRAPH 17: Favorite wines
• GRAPH 18: Wine preferences by gender

7. BEER PREFERENCES

• GRAPH 19: Favorite imported beers
• GRAPH 20: Favorite imported beers by gender
• GRAPH 21: Favorite imported beers by age groups
• GRAPH 22: Favorite domestic beers
• GRAPH 23: Favorite domestic beers by gender
• GRAPH 24 Favorite domestic beers by age groups

8. ALCOHOL CONSUMPTION RELATED BEHAVIORS

• GRAPH 25: Alcohol consumption preferences
• GRAPH 26: Frequency of going to a restaurant
• GRAPH 27: Frequency of going to bars, clubs or lounges

APPENDIX

• QUESTIONNAIRE

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