May 24, 2018

Beer Break

Beer Break Vol. 2, No. 29
Bungee jumpers don't drink light beer

April 25, 2002

You probably knew this about yourself, but a new study by Scarborough Research indicates all kind of people drink different kinds of beer. The research was intended in to identify promotional opportunities for advertisers, and seemed particularly interested in looking beyond stereotypes.


Here are some of the things the survey in the nation's 75 largest markets found:

- Those who engage in Xtreme sports (bungee jumping, skysurfing, etc.) are 107% more likely to drink imported beer than the average person. Who wants to destroy the "jump-off-the-face-of-the-earth" image with light beer?

- Golfers and hunters display a clear preference for domestic light beer, choosing it 64% more often than the norm.

- Wine drinkers engage in a wide variety of sports and entertainment activities, not just the fine-arts-related pastimes that stereotypes suggest.

- Those who attended R&B/rap/hip-hop concerts are 94% more likely than the average person to drink champagne or sparkling wine.

- Snow skiers are 89% more likely than the norm to consume red wine and premium beer.

- People who go to the symphony not only drink red and white wines, but also prefer premium beers.

- Those who attend Indy Racing/IRL events consume all types of beer, yet surprisingly they indexed well above the norm for blush or rose wine consumption.

- CART racing events attendees enjoy domestic regular beer and imported beer, but they are even bigger fans of champagne or sparkling wine (87% more likely than the norm to consume it).

- Comedy club goers are more willing than the norm to spring for higher-priced beverages such as champagne and sparkling wine, imported beer, premium beer and wine that costs more than $10 per bottle.

- Nearly 50% of the people who consumed inexpensive beer in the past 30 days were between the ages of 21 and 34. In addition, over 63% of drinkers of inexpensive beer are men. Furthermore, the study revealed that more than 47% of inexpensive beer drinkers like to garden, about 42% enjoy swimming and more than 56% walk for exercise.

Now back to the bungee jumping, how do you think they do that without spilling any beer?

Beer name: One (not) for the road

Thanks to those of you who have taken the time to send us cool beer names (most of them printable). We're building a list and will publish the best here in the next couple of weeks. Here's a taste: Hoptown Brewery (if you've had its beer you know the name is appropriate) in Pleasanton, Calif., makes a double IPA called DUIPA - a reminder that you should be careful about driving after consuming a beer of such alcoholic strength.

Tasting notes

Brewed by Snake River Brewing in Wyoming
Michael Jackson writes:
As soon as I open the bottle, I get the malt aroma that is a key element in the Vienna style. The beer pours with an excellent, dense head, leaving good lace. The bronze to amber color is also very appropriate to the style. In the palate, the maltiness is cookie-like to the point of seeming almost crunchy. As the beer warms, its maltiness seems to smooth out. Nice balance of late hop bitterness, then some fruity acidity. It that the hops or an inappropriate ale-like note? I am not sure. Either way, a lively appetizing beer.

Brewed by Tommyknocker Brewery in Arizona
Roger Protz writes:
Brilliant label showing Cornish miners riding two head-butting goats, this red-brown doppelbock lager has a great booming, yeasty aroma reminiscent of bread pudding, a dish that Cornish miners would have taken down the shaft with them - stale bread soaked with water, then cooked slowing with sultanas, raisins and nutmeg. Spicy hops come through strongly in the mouth. The finish is luscious, bittersweet and fruity. Gorgeous.

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