US beer consumers sprung a crafty surprise in an influential 2012 research poll by Harris Interactive, reporting higher satisfaction levels with smaller craft brands and below average scores for mainstream beers such as Budweiser and Coors.
Conducted between January 31 and February 20, 2012, Harris Poll EquiTrend (EQ) is an 'academically vetted' annual brand study that examines the health of over 1,500 brands and analyses responses from over 38,500 consumers across numerous FMCG categories.
Responses cover how well the public knows a brand, how positively they think of it, and their consideration to do business with or donate to a brand. Each brand is rated 1,000 times by respondents familiar with the brand in question to give a brand ‘equity score’.
Yuengling Traditional Lager sprang a surprise by topping the Harris poll, posting an impressive brand equity score of 65.60. Founded in 1829, Pennsylvania-based Yuengling claims to be the oldest brewery in the US, and produced over two million barrels in 2010.
Harris Interactive also reported surprise ‘below category average’ scores for some big names: Budweiser, Busch, Coors, Fosters Lager Beer, Michelob Beer, Miller High Life Beer, Milwaukee’s Best Beer, Pabst Blue Ribbon Beer.
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