BBM Snapshot: Drinkers of imported beer

Among other intriguing facts about these upscale brew fans is that they're more likely than average Canadians to drive VWs, speak Portuguese and be in the market for baby furniture.

Thirsty but discriminating is how the 4.8 million (18%) of Canadians who drank imported beer in the past month might be described. What else are they into?

▪ Imported beer drinkers are 30% more likely than average Canadians to list a Volkswagen as the vehicle they drive most often.

▪ They’re 1.6 times more likely to have a small business loan.

▪ They’re 1.7 times more likely to speak Portuguese well enough to hold a conversation.

▪ They’re twice as likely to be planning to buy baby furniture in the next two years.

▪ They’re 2.5 times more likely to have spent over $250 on printing digital photos in the past year.

▪ And 57% of imported beer drinkers did not drink any other type of beer in the past month.

▪ The top 3 media by yesterday exposure for Canadians who drink imported beer in the past month are TV (88%), Radio (86%) and Internet (76%).

▪ News/Talk (37%), Adult Contemporary (25%) and Mainstream Top 40/CHR (20%) are the top three formats by weekly radio reach for this group.

▪ And the top three television program types watched in an average week by imported beer drinkers are Movies (63%), News/Current affairs (58%) and Hockey (in season) (45%).

The preceding information is from BBM RTS Canada Spring ’08, Individuals 18+, a syndicated consumer-media survey of over 64,000 Canadians, conducted twice a year by BBM Analytics. For more information, contact Andrew Currie at