The change of seasons often brings about a change in the kitchen, as consumers shift their cravings to match the mood. And with cooler temperatures setting in, it’s no wonder that many shoppers find themselves with a preference–whether that’s for a particular seasonal fruit or a drink that creates a vibe.
Among drinking-aged adults, spiced rum takes the lead as the preferred liquor for fall weather (30%), followed by bourbon (27%) and scotch (20%). Of course, spiced rum is just one of many brown spirits that drinking-aged adults enjoy, regardless of the season. Generally speaking, those who drink brown spirits skew higher-income. Gen Z also loves to whet their whistle with a brown spirit (aged 21-29).
But beyond the demographic data, what puts brown spirit drinkers in a category all their own? Keep reading to find out:
Hot Sauce Fans: Those who drink brown spirits are 21 percentage points more likely to be favorable towards sriracha hot sauce than those who do not drink them (55% vs 34%).
Smoothie Drinkers: More than half (51%) of brown spirting drinkers also drink smoothies, nutritional shakes and juices, outpacing non-brown spirit drinkers by 23 points.
Movie-Goers: Brown spirits fans enjoy a trip to the movies, as 21% go once a month or more. Just 13% of those who aren’t fans of brown spirits say the same.
Beauty Buffs: While 38% of those who drink brown spirits say they follow trends in beauty, just 21% of those who do not drink brown spirits say the same.
Tis the season for warming beverages, when spiced rum takes center stage. As the data show, those who enjoy rum aren’t just discerning with their alcohol, they’re tapped into trends and curious about the world, displaying an open-mindedness that clearly distinguishes them from the rest.
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This article’s data comes solely from CivicScience’s database, which contains nearly 700,000 poll questions and 5 billion consumer insights.