Table 4.
Average price and pricing ranks for the most frequently consumed alcohol brands by alcoholic beverage type
| Alcohol Use Prevalence in the Past 30 Days |
Average Price per Ounce of Alcohol ($) |
Pricing Rank within Alcohol Type |
Overall Pricing Rank |
Spearman’s Rank Correlation |
|
|---|---|---|---|---|---|
| Beer (n=144) | 0.42* | ||||
| 1. Bud Light | 27.9% | $1.60 | 38 | 253 | |
| 2. Budweiser | 14.6% | $1.29 | 28 | 186 | |
| 3. Coors Light | 12.7% | $1.54 | 34 | 240 | |
| 4. Corona Extra | 11.3% | $2.10 | 81 | 3.83 | |
| 5. Heineken | 9.7% | $1.95 | 67 | 337 | |
| 6. Blue Moon | 8.2% | $1.92 | 61 | 323 | |
| 7. Miller Lite | 7.5% | $1.49 | 33 | 226 | |
| 8. Keystone Light | 6.0% | $1.18 | 18 | 161 | |
| 9. Corona Extra Light | 5.2% | $2.38 | 113 | 454 | |
| 10. Natural Light | 4.0% | $1.19 | 20 | 166 | |
| FAB (n=62) | −0.04 | ||||
| 1. Smirnoff Malt | 17.0% | $2.38 | 38 | 455 | |
| 2. Mike’s | 10.8% | $1.98 | 27 | 350 | |
| 3. Barcardi Malt | 8.0% | $2.13 | 34 | 396 | |
| 4. Four Loko | 6.0% | $0.82 | 9 | 89 | |
| 5. Bartles & Jaymes | 4.8% | $2.94 | 53 | 605 | |
| Spirits (n=415) | 0.24* | ||||
| Alcoholic Energy Drink (n=10) | −0.05 | ||||
| 1. P.I.N.K. | 2.0% | $3.28 | 7 | 660 | |
| 2. Everglo | 1.4% | $5.31 | 10 | 857 | |
| 3. 3AM Vodka | 1.3% | $2.07 | 2 | 376 | |
| 4. Vicious Vodka | 1.1% | $2.88 | 6 | 587 | |
| 5. V2Vodka | 0.9% | $2.35 | 5 | 529 | |
| Bourbon (n=23) | 0.22 | ||||
| 1. Jack Daniels | 11.5% | $1.74 | 14 | 280 | |
| 2. Jim Beam | 4.0% | $1.17 | 9 | 158 | |
| 3. Wild Turkey | 2.0% | $1.46 | 12 | 218 | |
| 4. Old Crow | 1.2% | $0.75 | 4 | 71 | |
| 5. Jeremiah Weed | 0.8% | $1.35 | 11 | 197 | |
| Brandy (n=15) | 0.79 | ||||
| 1. E & J Gallo | 2.8% | $0.90 | 3 | 109 | |
| 2. Christian Brothers | 1.5% | $0.87 | 1 | 100 | |
| 3. Banker’s Club | 1.0% | $0.89 | 2 | 107 | |
| 4. Paul Masson Brandy | 0.5% | $0.97 | 4 | 125 | |
| 5. Allen’s Brandy | 0.4% | $1.15 | 7 | 155 | |
| Cognac (n=10) | 0.47 | ||||
| 1. Hennessy | 5.7% | $2.83 | 3 | 568 | |
| 2. Remy Martin | 0.8% | $3.00 | 5 | 615 | |
| 3. Courvoisier | 0.7% | $2.47 | 1 | 479 | |
| 4. Martelli | 0.6% | $3.96 | 9 | 759 | |
| 5. Alize Cognac | 0.3% | $2.84 | 4 | 576 | |
| Cordials/Liqueurs (n=80) | 0.11 | ||||
| 1. Baileys | 5.2% | $4.31 | 63 | 793 | |
| 2. Kahlua | 2.5% | $3.03 | 49 | 623 | |
| 3. Amaretto di Amore | 1.5% | $2.10 | 28 | 384 | |
| 4. Dekuyper | 1.1% | $1.30 | 7 | 187 | |
| 5. 99 Liqueurs | 0.9% | $1.37 | 10 | 202 | |
| Gin (n=27) | 0.31 | ||||
| 1. Seagram’s Gin | 3.7% | $0.84 | 14 | 97 | |
| 2. Bombay Sapphire | 1.3% | $1.32 | 20 | 235 | |
| 3. Aristocrat Gin | 0.7% | $0.56 | 2 | 13 | |
| 4. Plymouth | 0.6% | $2.60 | 23 | 506 | |
| 5. Tanqueray | 0.6% | $1.44 | 19 | 214 | |
| Grain Alcohol (n=5) | 0.20 | ||||
| 1. Everclear 190 | 3.2% | $0.63 | 2 | 34 | |
| 2. Everclear 151 | 1.5% | $0.82 | 5 | 91 | |
| 3. Gem Clear | 0.5% | $0.52 | 1 | 6 | |
| 4. Golden Grain | 0.3% | $0.66 | 3 | 45 | |
| 5. Clear Spring | 0.2% | $0.77 | 4 | 81 | |
| Rum (n=56) | 0.45* | ||||
| 1. Captain Morgan | 10.4% | $1.31 | 25 | 190 | |
| 2. Bacardi | 9.3% | $0.99 | 20 | 130 | |
| 3. Malibu | 6.3% | $2.17 | 45 | 404 | |
| 4. Sailor Jerry | 1.8% | $1.22 | 23 | 173 | |
| 5. Cruzan | 1.1% | $1.22 | 22 | 172 | |
| Scotch (n=26) | −0.00 | ||||
| 1. Johnnie Walker | 1.4% | $2.00 | 11 | 354 | |
| 2. Cutty Shark | 0.6% | $1.59 | 7 | 251 | |
| 3. Chivas Regal | 0.4% | $2.83 | 12 | 567 | |
| 4. J & B | 0.4% | $1.78 | 8 | 291 | |
| 5. Balvenie | 0.3% | $4.49 | 22 | 814 | |
| Tequila (n=38) | 0.44* | ||||
| 1. Jose Cuervo | 8.0% | $1.36 | 7 | 200 | |
| 2. Patron | 5.5% | $4.14 | 26 | 774 | |
| 3. 1800 Tequila | 4.9% | $1.96 | 11 | 341 | |
| 4. Don Julio | 1.2% | $4.25 | 28 | 788 | |
| 5. Fat Ass | 1.2% | $3.93 | 25 | 755 | |
| Vodka (n=95) | 0.30* | ||||
| 1. Smirnoff | 12.7% | $1.01 | 33 | 133 | |
| 2. Absolut | 10.1% | $1.57 | 48 | 248 | |
| 3. Grey Goose | 6.7% | $2.62 | 70 | 515 | |
| 4. UV | 5.1% | $0.97 | 32 | 124 | |
| 5. Ciroc | 4.9% | $2.89 | 80 | 592 | |
| Whiskey (n=30) | 0.43** | ||||
| 1. Crown Royal | 3.0% | $2.25 | 26 | 424 | |
| 2. Jameson Irish | 1.7% | $1.98 | 20 | 349 | |
| 3. Canadian Club | 0.9% | $1.09 | 16 | 150 | |
| 4. Black Velvet | 0.8% | $0.80 | 11 | 86 | |
| 5. Windsor | 0.5% | $0.68 | 7 | 53 | |
| Table Wine (n=325) | 0.61* | ||||
| 1. Barefoot | 4.4% | $1.92 | 25 | 321 | |
| 2. Andre | 2.7% | $2.20 | 35 | 416 | |
| 3. Yellow Tail | 2.3% | $1.76 | 18 | 285 | |
| 4. Arbor Mist | 2.1% | $3.17 | 116 | 643 | |
| 5. Sutter Home | 1.9% | $2.33 | 42 | 443 | |
| Fortified Wine (n=5) | −0.10 | ||||
| 1. Wild Irish Rose | 1.0% | $0.92 | 3 | 118 | |
| 2. Mad Dog | 0.9% | $1.03 | 4 | 137 | |
| 3. Night Train | 0.8% | $1.04 | 1 | 108 | |
| 4. Thunderbird | 0.5% | $1.04 | 5 | 140 | |
| 5. Cisco | 0.1% | $0.91 | 2 | 114 | |
*
p <.001
**
p<.01
a
Rank by average price per ounce of alcohol, looking within alcohol type (e.g., for beer; 1 = cheapest beer; 144 = most expensive beer)
b
Rank by average price per ounce of alcohol, looking across all brands (1 = cheapest brand; 951 = most expensive brand)
c
Spearman’s Rho correlation coefficient for the association between rank based on popularity (consumption prevalence) and rank based on price, looking across all brands of the specified type. Note: A higher popularity rank is associated with having a lower price (an inverse price rank).