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Beer, wine & spirits about equal as preferences for music festival goers — Nielsen

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According to Nielsen:

“Legal Drinking Age (LDA) festival goers are diverse ‚Äď they are 55% more likely to be Hispanic and 6% more likely to be Asian American. Males comprise 56% of this group. They also are city dwellers as they are 44% more likely to live within a large/major city. Nearly half of this group are Millennials, between the ages of 21 and 34.

And these LDA Millennials crave music, especially live music: 63% of their $171 average music spend is on attending live events. 17% of their overall spend is specifically on festivals.

“Festivals are a prime opportunity to reach the coveted millennial audience in an environment where they are already drinking alcohol and conditioned to seeing brand integrations.”