Research, Data, and Recommendations

Shannon Brendel, Nikki Schutz,and John Winegarden

Demographics

Target: Ages 25-45Professionals who enjoy a discovery of new things

According to a recent study, people in the younger spectrum

of this age group (25-34) engage in nearly every online shopping activity, with 40% of males and

33% of females saying they would buy everything online if

they could.

Demographics

Ages 25-35 spend about $50 per capita more on

alcoholic beveragesA retailer’s ability to make a

millennial smile (lower end of age range) is 33% more

important than it is to a baby boomer

95% of this age group say that friends are the most

credible source of product information

Philadelphia

15%

14%

71%

Population

25-3535-45Other

Median Age - 35

Key Demographic Information

Philly ranks 24th of the 25 largest U.S. cities and 8th out of its 10 most

comparable cities.

The group aged 25 to 34 reflects the highest median income (>$40,400).

Philly has seen a marked increased in the % of young adults 20 to 34 years old and decreases in the %s

of people 0 to 19 and 35 to 54.

Key Industry Information

28% of drinkers aged 18 to 29 have identified a preference for spirits

Flavored whiskey accounted for nearly 75 percent of growth among

all whiskeys in 2012.

Industry sources have noted a growing number of female whiskey

drinkers.

Key Purchasing Information

U.S. e-commerce sales will continue to grow from an already robust $225.50

billion in 2012 to $434.20 billion in 2017.

Online sales attributed directly to social networks are expected to grow by

93 percent each year, from $3.0 billion in 2012

to more than $14.0 billion in 2015

More than half of young women and 44 percent of young men use Facebook or Twitter to get notifications of upcoming

sales or specials .

Washington D.C.

17%

13%70%

Population

25-3535-45Other

Median Age – 35.9

What that means

Large enough population of target in both areas to expand

Online & interactive methods - the best way to reach them.

RisksI think labeling food or other products as “organic” is just

an excuse to charge more

AgreeStrongly agreeSomewhat agreeDisagreeSomewhat disagreeStrongly disagreeNot sure

Source: Harris Interactive, Majority of Americans See Organic Label as an Excuse to Charge More, Apr 15, 2013, www.harrisinteractive.com

Risks

Organic is “expensive”

Educate people on the color, or lack thereof

The noose is a symbol of racism and bigotry

Wigle products taste different than the

competitionCannot extend the ’burg enthusiasm and

cooperative atmosphere to Philly and DC

Recommendations

10M - 20M

20M - 50M

50M - 100M

100M - 500M

500M - 1B

>1B

0 10 20 30 40 50 60 70

Businesses and Revenue in millions (USD)

Philly DC Source: Manta Media, Inc. www.manta.com

Recommendations

Wigle Reps to attend events in Philly & DC

Pop-up or Flash Happy Hours

Whiskey Rebellion tours of sites in

Pittsburgh, Philadelphia, and DC

Online Surveys

Wigle Apps, mobile ads, & kiosks