This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

Budweiser's Baseball Opening Day Holiday Plan Is Brilliant (Update)

Stocks in this article: BUD TAP

So what does A-B know about those drinkers? They're older, they're male, they don't make a whole lot of money, but they spend a whole lot of it on beer. According to Nielsen, the average economy-beer drinker spentt $252 last year on beer and made 18 trips to the store to get it. That's not only more than anyone else, but far more than the $169 spent on 11 trips to the store for the average craft drinker. Oh, and there's one other thing: They fall into roughly the same demographic as baseball fans.

During last year's World Series, Nielsen said the average viewer was 54.4 years old. That's up from 44.8 in 1991 and is more than 16 years older than the median age of the U.S. population at large. As with big beer brewers, critics cite that aging fan base as baseball's biggest drawback. It, they say, is the reason that the World Series' biggest audience has collapsed from the 55 million who watched Game 7 in 1986 World to the 18 million that watched last year's deciding Game 6.

That argument is similarly flawed. For one, the more than 74 million people who attended games last year was the sixth-highest total of all time (though 1.1% lower than 2012, thanks to 37 weather-related postponements). Average attendance of 30,514 is nearly 10,000 more than it was 30 years ago and higher than it was even 10 years ago.

Tales of baseball's demise have been overstated a bit, but its thriving older fanbase is just fine by Budweiser. As it turns out, more than 91% of baseball's audience is 21 or older, according to Nielsen. That's a higher percentage than the National Football League or National Hockey League (89% apiece) and far more than the National Basketball Association (83%). While it could be argued that each of those leagues has a better farm system for fans than baseball's, none are more capable of bringing Bud back its coveted base of old-school beer drinkers -- and none of them will get the White House on the line to do so.

"We're working with them to accelerate that so we can get a quicker response," Tom Kraus, director of Budweiser Brand Marketing at Anheuser-Busch InBev, told MLB.com. "Once we get a quicker notification, we will share that info with our Facebook friends and all the folks who have been engaged in this movement with us. Then from there, we are working on specific market activations to bring this to life and thank the community and the White House for hopefully making this an official holiday."

Mmm, "market activations." That means that now that the White House has made a relay throw over to Congress, which has the authority to make an Opening Day holiday a reality, A-B can get fans in local markets to make a Budweiser-branded plea to their local representative. That kind of smooth talking and marketing jargon might send bored younger folks running for the nearest smartphone screen, but to older, cheap-beer-swilling baseball fans, it's as soothing as the crack of the bat and the roar of the crowd.

-- Written by Jason Notte in Portland, Ore.

>To contact the writer of this article, click here: Jason Notte.

>To follow the writer on Twitter, go to http://twitter.com/notteham.

>To submit a news tip, send an email to: tips@thestreet.com.

RELATED STORIES:

Jason Notte is a reporter for TheStreet. His writing has appeared in The New York Times, The Huffington Post, Esquire.com, Time Out New York, the Boston Herald, the Boston Phoenix, the Metro newspaper and the Colorado Springs Independent. He previously served as the political and global affairs editor for Metro U.S., layout editor for Boston Now, assistant news editor for the Herald News of West Paterson, N.J., editor of Go Out! Magazine in Hoboken, N.J., and copy editor and lifestyle editor at the Jersey Journal in Jersey City, N.J.
2 of 2

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!

Markets

DOW 18,053.71 +23.50 0.13%
S&P 500 2,088.77 +6.89 0.33%
NASDAQ 4,806.8590 +33.3870 0.70%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs