Michelada Customer Survey

1. Are you male or female?

Response Percent Male Female 76.3% 23.7% answered question skipped question Response Count 90 28 118 0

2. Which category below includes your age?

Response Percent 17 or younger 18-20 21-29 30-39 40-49 50-59 60 or older 0.0% 0.0% 70.3% 28.0% 0.0% 0.0% 1.7% answered question skipped question Response Count 0 0 83 33 0 0 2 118 0

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3. What is the highest level of school you have completed or the highest degree you have received?
Response Percent Less than high school degree High school degree or equivalent (e.g., GED) Some college but no degree Associate degree Bachelor degree Graduate degree 0.0% Response Count 0

0.0%

0.0% 0.0% 55.9% 44.1% answered question skipped question

0 0 66 52 118 0

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4. Are you White, Black or African-American, American Indian or Alaskan Native, Asian, Native Hawaiian or other Pacific islander, or some other race?
Response Percent White Black or African-American American Indian or Alaskan Native Asian Native Hawaiian or other Pacific Islander From multiple races 81.7% 2.6% 0.9% 12.2% Response Count 94 3 1 14

0.0%

2.6% Some other race (please specify)

answered question skipped question

115 3

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5. Are you Mexican, Mexican-American, Chicano, Puerto Rican, Cuban, Cuban-American, or some other Spanish, Hispanic, or Latino group?
Response Percent I am not Spanish, Hispanic, or Latino Mexican Mexican-American Chicano Puerto Rican Cuban Cuban-American Some other Spanish, Hispanic, or Latino group From multiple Spanish, Hispanic, or Latino groups Response Count

95.7%

111

0.0% 0.0% 0.0% 0.9% 0.0% 0.0%

0 0 0 1 0 0

3.4%

0.0%

answered question skipped question

116 2

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6. What types of alcohol do you typically drink?

Response Percent I don't drink Wine only Beer only Liquor only Beer and a combination of other alcoholic drinks Wine and liquor, but not beer 3.4% 2.6% 0.9% 1.7% Response Count 4 3 1 2

82.9%

97

8.5% answered question skipped question

10 117 1

7. What is your average consumption of beer?

Response Percent > 7 bottles per week 3-6 bottles per week 1-2 bottles per week <1 bottle per week I don't drink beer I don't drink 44.2% 26.3% 22.1% 7.4% 0.0% 0.0% answered question skipped question Response Count 42 25 21 7 0 0 95 23

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8. Do you like flavored or craft beer?

Response Percent Yes No Maybe Never tried it I don't drink 80.0% 7.4% 12.6% 0.0% 0.0% answered question skipped question Response Count 76 7 12 0 0 95 23

9. What percentage of your beer consumption is devoted to trying new types/flavors of beer/craft beer?
Response Percent <10% 10%-30% 30%-50% 50%-70% 70%-90% >90% Not applicable 20.0% 40.0% 25.3% 11.6% 2.1% 1.1% 0.0% answered question skipped question Response Count 19 38 24 11 2 1 0 95 23

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10. How much money do you spend on beer per week?

Response Count 95 answered question skipped question 95 23

11. What flavors do you think go well with beer?

Response Percent Acidic Sweet Bitter Bold Smooth Salty Spicy Malty Hoppy Coffee Chocolate 8.4% 22.1% 31.6% 46.3% 67.4% 21.1% 32.6% 37.9% 67.4% 12.6% 13.7% Other (please specify) Response Count 8 21 30 44 64 20 31 36 64 12 13

answered question skipped question

95 23

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12. Have you ever heard of a michelada?

Response Percent Yes No 43.0% 57.0% answered question skipped question Response Count 46 61 107 11

13. Have you ever tried a michelada before?

Response Percent No, what is that? No, and I am not interested No, but I am interested in hearing more about it Yes, but I think one was enough for me Yes, I like them and plan to continue drinking them occasionally Yes, love them Not applicable 47.7% 5.6% Response Count 51 6

20.6%

22

4.7%

12.1%

13

6.5% 2.8% answered question skipped question

7 3 107 11

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14. If you have had a/several michelada/s in the past, where did you consume this product?
Response Percent At home At a bar At a restaurant Not applicable 15.9% 9.3% 11.2% 77.6% Other (please specify) Response Count 17 10 12 83

answered question skipped question

107 11

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15. If you have had a michelada, what was the circumstance where you consumed it? (Can select multiple options)
Response Percent Dinner Lunch Brunch Tailgate Party After work Watching TV/sports At the beach/pool Not applicable/Never had one 13.1% 6.5% 5.6% 3.7% 7.5% 7.5% 9.3% 8.4% 76.6% Other (please specify) Response Count 14 7 6 4 8 8 10 9 82

answered question skipped question

107 11

16. How much additional would you pay for a michelada at a bar? Assume that this is on top of the price that you would pay for a draft beer. Please enter "NA" if you have never had one.
Response Count 107 answered question skipped question 107 11

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17. Have you ever tried a Bloody Mary before?

Response Percent Yes, I love them Yes, I like them Yes, but they aren't for me No, I have never heard of that/been offered that No, I am not interested No, I do not drink 29.9% 36.4% 26.2% Response Count 32 39 28

0.9%

6.5% 0.0% answered question skipped question

7 0 107 11

18. If you like them, what do you like about Bloody Mary's?
Response Count 64 answered question skipped question 64 54

19. How much do you expect to pay for Blood Mary mix at the store?
Response Count 64 answered question skipped question 64 54

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20. How often do you buy Bloody Mary mix?

Response Percent Once a week Once a month Once a season Few times a year Buy a couple of bottles for parties/hosting purposes Once a year Once every few years Never bought it 1.6% 1.6% 14.1% 28.1% Response Count 1 1 9 18

7.8%

15.6% 7.8% 23.4% answered question skipped question

10 5 15 64 54

21. If you don't like them, what do you dislike about them?
Response Count 28 answered question skipped question 28 90

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22. How much do you expect to pay for Blood Mary mix at the store?
Response Count 28 answered question skipped question 28 90

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