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Based on the partisanship of beer drinkers, they are wise to be in damage control mode. We've analyzed Scarborough Research data, which includes 200,000 interviews with American adults, to determine the politics of beer drinkers.
As the bubble chart shows, Dos Equis is a bipartisan brew - Republicans and Democrats both like to drink it. So Mr. Goldsmith's public foray into the 2012 race could alienate a large share of Dos Equis fans.
Ironically, this is in contrast to its corporate sister Heineken, which as it turns out is the most Democratic beer of all. On the other hand, Republicans love their Coors Light and favor Sam Adams, which is brewed just a few miles away from Romney campaign headquarters and whose namesake was an original tea partier.
Dos Equis is not the first - and won't be the last - brand to find itself in a political pickle. From Chick-fil-A to Susan G. Komen to the pizza owner who recently hugged the president, the fallout depends on media coverage, the brand's response, and the political values of its customers.
We continue to advise big brands - who spend millions on consumer research - to make the investment to know where their fans stand politically and to put in safeguards to mitigate a political firestorm.
That being said, the best advice we can give: Stay nonpartisan, my friends.
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Those who drink Sam Adams, the patriot of beers, are more likely to vote Republican. They're also more likely to vote than those who drink, say, Natural Light. As researchers Mike Shannon and Will Feltus note, the Sam Adams brewery is just a few miles away from Romney campaign headquarters. So it could be that staffers are skewing the sample.
Heineken fans are more likely to be Democrats than any other beer drinkers. But they aren't a particularly strong voting block. Heineken drinkers turn out at the polls to vote at relatively low levels.
Bud Light drinkers may be legion, but they don't have any particular political allegiance. Maybe they're one of the last nonpartisan consumer groups left. But don't target these guys as swing voters: They tend not to turn out.
Miller High Life Those who drink "The Champagne of Beer" also don't have much of a political slant, and they vote less than most other beer drinkers. But they do turn out at a slightly higher rate than those who drink Bud Light.
Budweiser drinkers skew further toward Democrats than Bud Light drinkers, but they vote at an almost identical rate as their Bud Light brethren, which is to say, they are slow to exercise their constitutional prerogative.