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Riding the Baby Boomlet

* The alcohol industry is aflutter over the increase in new legal imbibers, created by the coming of age of the baby boomlet. About 48 million more adults will be eligible to join the drinking ranks over the next 11 years.

Source: U.S. Census Bureau

Women and Hops * Half as many women as men drink beer: 17.2 versus 37 million1

* And women drink half as much: 11.3 servings monthly versus 22.8 6

* But, women drink 15% more low-calorie than regular domestic or imported beer.5

Beer Bellies by State * Highest per capita consumption: Nevada, 48.8 gallons

* Lowest per capita consumption: Utah, 20.9 gallons 2

Reaching Imbibers How much is drunk in bars and restaurants? * by 21-to-34-year-olds: 52% of their intake. * by 35-to-54-year-olds: 37% of their intake.

Percentage of drinkers who say: * in-store displays aren't likely to influence their purchases 83%

* ads aren't likely to influence which brand they buy 88%

* ads are somewhat likely to influence them 9%

* ads are very likely to influence them 2%

Who recalls hearing or seeing beer advertisements in the last month: * Women 49%

* Men 59%

* 21-to-34-year-olds 60% 6

Sources: * Beverage Marketing Corporation

* Miller Brewing Company

* Impact Databank

* MBCo. Behavioral Tracking Study 1998

* Mediamark Research

* Maritz AmeriPoll

Anheuser-Busch has identified fice critical concerns that need to be addressed to bring more women into the beer-drinking fold:

* palate: make it slightly sweeter and with less aftertaste

* effect: go for less gassiness and bloating

* alcohol level: offer more choices

* image: make it seem more elegant and sophisticated

* alternative: address wine's healthier and low-calorie image

(Beware: A-B research shows women don't want chick beer in pink bottles.)

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