* 2 million Canadians (8%) consume rum.
* 68% of consumers are between 18 to 54 years old; however, those consumers between 18 to 24 years old have the highest incidence (1.4 times more than the national average).
* 62% of rum consumers are males.
* Prairies and Atlantic Canada are the regions with highest incidence of rum drinkers (1.3 times more than the national average). Quebec, on the other hand, has half of the Canadian average incidence.
* Rum consumers’ top international destinations (visited for more than 4 days) are: Southern U.S. (35%), the Caribbean (33%) and Mexico (25%).
* Rum consumers have traveled on cruise ships 1.7 times more than the national average).
* Their top entertainment activities are mostly social. They are 2 times more likely to visit dancing clubs, 1.5 times more likely to go to bars/restaurant bars, and attend 1.6 times more rock concerts, according to 2004 data.
* Rum consumers alternate their alcohol consumption with vodka (4 times more than the national average), Canadian wine (2 times the national average), and Rye/Canadian whiskey (3.5 times the national average).
* Radio (89%), TV (89%), Internet (63%), and daily newspapers (58%) are the top four media (yesterday’s exposure) of regular rum drinkers.
* News/talk, classic/mainstream rock, adult contemporary, and country are their top radio formats.
* Travel and tourism (1.3 times more than the national average) closely followed by gardening & homes and entertainment & music are their preferred magazine types (readership in the past month).
Source: BBM RTS Canada Fall ’04 / Spring ’04
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 60,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
