Regardless of what I might think my choice of beer says about me or what your choice of beer says about you, this is serious stuff to the people whose job it is to figure out what I drink, why I drink it and how that might influence my choices about new products coming on the market. Of course the folks I’m talking about are the ones who are in charge of advertising.
Check out this article from Advertising Age. You’ll have to scroll down most of the way to get to the section on craft beer drinkers, although some of the findings about certain macro drinkers is at least mildly interesting.