BBM Snapshot: Women Beer Drinkers

Approximately 1.5 million Canadian women switched their beer brand in the past two years. Their other faves include tequila, shoes and VWs.

Over the past two years, approximately 1.5 million Canadian women have switched their preferred beer brand. What else are they into? Read on.

◘ Women who have changed beer brands are 2.2 times more likely to drive a Volkswagen than average Canadians.

◘ They are 2.7 times more likely to have consumed tequila in the past month.

◘ This group is 2.3 times more likely to have spent $250 or more on women’s shoes in the past year.

◘ They are 2.5 times more likely to be frequent readers of fashion magazines and publications.

◘ These women are four times more likely to have had a body wrap or scrub from an aesthetician in the past year.

◘ They are 2.6 times more likely to have used an Internet or online dating service in the past year.

◘ Women in this group are twice as likely to have gone dancing at a night club one or more times in the past year.

◘ They are three times more likely than average to have used prescription contraceptives in the past 30 days.

◘ The top three media by yesterday exposure for Canadian women who switched their preferred beer brand in the past two years are TV (86%), Radio (86%) and Internet (70%).

◘ Adult Contemporary (33%), News/Talk (28%) and Hot Adult Contemporary (25%) are the top three formats by weekly radio reach for these Canadians.

◘ And the top three television program types watched in an average week by female Canadian beer drinkers are Movies (61%), News/Current affairs (53%) and Soaps/Serial Dramas (47%).

The preceding information is from BBM RTS (Canada Fall ’07, Individuals 12+), a syndicated consumer-media survey of over 65,000 Canadians conducted twice a year by BBM Analytics. For more information, contact Andrew Currie at