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 acurrie@bbm.ca.