Pi Attitude Zone: Affiliation & Cohesion

Beer Is Politics

In America, it is already well-known that your political leanings can be predicted with considerable confidence by the state or district you live in, and which cable news channel you favor.

Now a new system of party-leaning differentiation has been uncovered.  Analysts can figure out your probable voting patterns according to what beer you like to drink. 

So you’ve got Miller Lite or Michelob Ultra in your refrigerator?  You’re likely to lean right, into Republican-voting territory.  Oh, Heineken, Corona or some microbrew is more to your taste?  Hello, left-leaner, we’ll count your vote under ‘D’ for Democrat.  A cross-analysis of beer brand preferences and voting trends by National Media Research Planning and Placement revealed a remarkable pattern of correlations.

Beers that tended to be associated in the drinker’s mind with watching football games on TV (Miller Lite was a favorite) had a noticeably right-wing following, as did most beers positioned as low-calorie.  Rolling Rock, Milwaukee’s Best and Miller High Life, on the other hand, were described as hipster beers, with a detectable Democratic appeal.   (Miller emerged as a brand with different product variants geared to appealing to both sides of the ideological divide).

The implication is that popping round to a friend’s house with a six-pack is a much more politically-charged statement than you might imagine.  Careful thought needs to go into the brand and beer-type selected, if the gathering is to avoid degenerating into a political shouting match.

Pi was also fascinated to learn that the kind of liquor you drink is an accurate predictor of whether you’re likely to vote in elections at all.  A single-malt Scotch drinker will dutifully turn out on election day, while drinkers of Bourbon and Canadian whiskey are on balance more likely to sit out the vote, and stay home to enjoy their favorite tipple instead.

Zone: Affiliation & Cohesion Country: USA / North America Product –