1. Dark Spirit Drinkers Insights
HOBBIES & INTERESTS
CHRISTMAS
To find out how to harness market-leading insight for your
business, contact MDs Stuart Feather or Simon Crunden
0131 230 0110 • www.republicofmedia.co.uk • @wearerom
Sources: Yougov 2016 Reports
DEMOGRAPHICS
Weekly dark spirit drinkers are extremely polarised between those
who drink at home and those who drink dark spirits in the pub
13%NATIONAL TRUST
MEMBERS
11%MEMBERS OF
A FOOTBALL
CLUB
You may be less likely to receive a Christmas gift from somebody
who drinks dark spirits weekly, but they will invite you to their party!
1 8 - 3 4 Y / O 4 5 + Y / O
27%
DRINK DARK
SPIRITS AT HOME
47%
DRINK DARK
SPIRITS IN PUBS
56%
SOCIAL
GRADE ABC1
58%
DRINK DARK
SPIRITS AT HOME
33%
DRINK DARK
SPIRITS IN PUBS
Two thirds of weekly dark spirit drinkers agreed with statement
“my friendship group is a really important part of my life”.
Why not host
a dram walk on Boxing
Day or New Year’s Day,
allowing friends to blow
away cobwebs with a
short stroll and enjoy
a dram together?
67%MEMBERS OF AN
ORGANISATION
46%
SENT CARDS
(ix89)
53%
GAVE GIFTS
(ix83)
21%
HOSTED A PARTY
AT HOME (ix152)
53%
SOCIAL
GRADE C2DE