Men take until 35 to settle on a pint of 'the usual'

April 2, 2008: New research reveals that 35 is the age at which British men typically settle on their ‘usual’ pint — and they trial an average of seven different brands before developing a loyalty to their favourite beer.

Research commissioned on behalf of Greene King IPA also revealed that one in five men try up to 14 different kinds of beer before settling on their favourite, and the pint that wins the loyalty of beer-lovers is judged on quality and taste above all other factors – including price, brand, strength and peer pressure from friends.

Marketing director of Greene King Brewing Company, Fiona Hope said: “Our study shows the enduring importance of quality and great taste in attracting and retaining loyal drinkers. These are challenging times for licensees and serving quality pints is essential in keeping customers coming back for more.

“Consistently superior quality and full flavour are the cornerstones of Greene King IPA and the brand growth of 8.2% across 2007 reflects the importance placed by drinkers on great tasting pints of first-class ale every time.”

Further findings of the study revealed that in their younger years, men are much more influenced by what their mates are drinking, with 29% of 18- to 24-year-olds ordering the same beer as their friends. Just 7% of men over the age of 35 are swayed by their mates in their choice of pint.

The study also showed that while men in London are the most likely to rate quality as the key factor in their beer preferences, Londoners are also most influenced in their choice of beer by their mates (16%), and men in Yorkshire the least (4%).

The study into the influences and factors involved a man’s choice of beer was conducted as part of Greene King IPA research into the importance of beer quality throughout the trade. In further research, says Greene King, its IPA was the most preferred pint, chosen on taste, among its key competitors.