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Alcohol Preference of Russian Americans
Global Advertising Strategies, April 2006, Pages: 28
Countries covered: United States
Young Immigrants Torn Between Ethnic and Mainstream Brands, Poll Shows.
Russian-Americans, a four million population concentrated in major cities, such as New York and Los Angeles, are torn between such ethnic brands as beer Baltika and vodka Ketel One, the latest poll conducted by Global Advertising Strategies shows.
The current survey, titled Alcohol Preferences of Russian Americans concluded that almost a quarter of Russian-Americans (24%) consume alcohol a few times a week, with 25-34 year olds as the most active in this category. The methodology of the survey was a questionnaire, Internet survey, and telephone interview, surveying 2200 Russian Speaking U.S. residents over 18 years of age.
As a group, Russian Americans prefer beer as their top alcohol choice, with 21% picking beer as their favorite alcoholic beverage. The title for the most popular imported beer is held by Baltika, a Russian import heavily promoted in Russian-language American media. Samuel Adams is the most favorite domestic beer, picked by 34% of those polled, with 19% choosing Miller Genuine Draft their second favorite. Vodka holds the third place as the most favorite alcoholic beverage, picked by 14 percent. Out of those 14%, 20% chose Stolichnaya as their favorite vodka, 16% chose Grey Goose and 16% chose Absolut. Young Russian Americans, 18-24 year olds, prefer Ketle One as their the top vodka brand.
Young Russian Americans all but ignore whiskey. The survey showed that Whiskey is most popular among 35-44 year olds, with 13% choosing Chivas Regal as their favorite brand, followed by Johnny Walker, with 12% choosing that as their favorite.
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