We've analyzed Scarborough Research data, which includes 200,000 interviews with American adults, to determine the politics of beer drinkers.
As the bubble chart shows, Dos Equis is a bipartisan brew - Republicans and Democrats both like to drink it. So Mr. Goldsmith's public foray into the 2012 race could alienate a large share of Dos Equis fans.
Ironically, this is in contrast to its corporate sister Heineken, which as it turns out is the most Democratic beer of all. On the other hand, Republicans love their Coors Light and favor Sam Adams, which is brewed just a few miles away from Romney campaign headquarters and whose namesake was an original tea partier.
Dos Equis is not the first - and won't be the last - brand to find itself in a political pickle. From Chick-fil-A to Susan G. Komen to the pizza owner who recently hugged the president, the fallout depends on media coverage, the brand's response, and the political values of its customers.
We continue to advise big brands - who spend millions on consumer research - to make the investment to know where their fans stand politically and to put in safeguards to mitigate a political firestorm.
That being said, the best advice we can give: Stay nonpartisan, my friends.
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