Heavy Drinkers of Imported Beer
“A Heineken and an Amstel, thanks.” The couple by the bar won’t be found slugging $1.99 six-packs on the couch at home; they’re too busy working and working out.
But they aren’t high-brow about everything. They grab lunch at Jack-in-the-Box a lot more often than they tune in to classical radio, according to this profile synthesized by Spectra Marketing, Chicago, using ACNielsen, MRI, and Simmons data. If you’re promoting to this set, keep it young, hip, in the city, and, by all means, out of the house.
Age & demo: Urban adults 25-34, without kids
Housing: Rent house/apartment
Occupation: Professional/managerial, tech/sales/clerical support
Restaurants: Jack-in-the-Box, McDonald’s, Domino’s
Car rental: Enterprise Rent-a-Car
Hotel/Motel: Hyatt, Hilton, Marriott
Leisure Activities: Logging, hiking, skiing
Video rental: Blockbuster
Movies: Action/adventure
Pretzels: Mr. Salty
Cigarettes: Marlboro Red
Shop-C-store: Evening
Radio formats: AOR, progressive rock
Chips: Keebler Tato Skins
Travel: Foreign trips (2+ trips in 3 years)
Sporting events: College and professional basketball
TV: Seinfeld, The Simpsons, Friends
Airline: United
Credit card: Visa
Source: Spectra Marketing using ACNielsen, MRI, Simmons
