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Super beers for Super Bowl Sunday

By Bill Daley, Chicago Tribune, Source: MCT News Service

When the New Orleans Saints and the Indianapolis Colts get it on during Super Bowl XLIV millions of Americans will be watching beer-in-hand. But what beer will be drunk, drunk and drunk come Feb. 7? Mintel, the UK-based marketing research company (with a big office in Chicago), has come up with the answers.

Go get a cold one, then read on:

_Domestic beers top imports. Mintel reports 44 percent of survey respondents prefer American-made beer, with another 13 percent saying they like domestic microbrews or craft beers. Only 24 percent like to drink imported beer. Why domestic? "Taste and loyalty," replies Mintel. "Forty-two percent say domestic 'just tastes better' than imported, and 53 percent report being 'very loyal' to domestic beer."

_Light versus regular beer. Nearly 24 percent of domestic beer drinkers surveyed drink light beer all the time, according to Mintel, while another 26 percent drink it most of the time. Not so with imported beer drinkers: 91 percent drink regular beer compared to 37 percent who drink light or low-calorie imported beer.

_Men rule when it comes to beer. Mintel reports 60 percent of men drink beer compared to 36 percent of women (who go for wine or spirits). And 51 percent of men want "full flavored" beer while 42 percent of women look for lighter flavored beer.

_The survey was conducted in August 2009 among a sample of 1,880 adults aged 21 and up, according to Joanne Gueller, Mintel's U.S. public relations executive.

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(c) 2009, Chicago Tribune.

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