Tweet A bit on the topic that Stan dealt with the other day is this article from an Argentine newspaper "Five qualities from wine that beer watches and envies". (in Spanish)
The headline might be quite silly, but it still makes a bit of sense. The author claims to have had access to a study that was based on marketing surveys from several countries, which had been commissioned by breweries.
For those who don't read Spanish here's a summary:
1- Frequency: People drink more beer, but they drink wine more often, and they drink it at home with meals. In Argentina people drink beer 5.6 times a month and wine 9.4
2- Food: Beer is drunk mostly with fast-food, while wine will wash down "proper" meals.
3- Attributes: Wine is associated with God, the land, tradition, history and even country, as well as variety, knowledge, exploration and prestige, while beer is associated with parties, nightlife, young people (i.e. inexperienced consumer), etc. Something in the lines of what I've talked about almost a year ago
4- Stereotyped consumption: Beer is seen as a refreshment with alcohol.
5- Concentration: Brewing is in the hands of a few large companies, while wine is made by many small ones, or so says the author, who bases his claim on the difference in the advertising budgets of both industries. In 2009 the advertising expenses of breweries in Argentina represented 21.5% of the total for the country, while wine's were only 7.7%. For example, the country's biggest brewer, Quilmes (property of AB-InBev and second largest beberage advertiser) spent 661.53 million Pesos and in comparison the largest winemaker, Grupo Peñaflor spent 116.76.
Before you scream "Bollocks!" you should be aware that this is not the way we see beer, but the way the average consumer does, and that, although the article speaks about Argentina, it could be very well applied to many other countries.