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What does your drink say about you?

Are you a Gordon’s gin drinker who loves black pudding, or perhaps a Casillero del Diablo fan who can’t resist a pub quiz? If so, you’re a perfect fit with a new consumer brand profiling system.

Data analyst YouGov has set up a free online profile tool which provides information about the lifestyle of consumers based on their affinity for a certain brand, person or organisation.

According to its profiling service, Smirnoff vodka drinkers in the UK are likely to be 18-24-year old women who shop at Asda, drive a BMW and spend their money on Vaseline, Galaxy chocolate and Ladbrokes.

By contrast, typical drinkers of The Glenlivet will be aged 60 or above, have a career in the military, show a gastronomic penchant for lime pickle, follow Formula 1, drive a Mercedes-Benz and own a dog. On a night in they may well watch their favourite TV show, 20th Century Battlefields.

If the profiling system is to be believed, your average UK Jacob’s Creek buyer will be a 60-year-old female who lives in East Anglia, holds right wing political views, enjoys tennis and bird watching and drives a Volvo. If she has a pet it’s likely to be a cat.

As for Jack Daniels drinkers, they also tend to lean to the political right, but spend their time playing computer games or boxing before they drive their Audi to Asda, where they might buy their favourite meal of chicken and sweetcorn soup or steak and kidney pie before going home to feed their dog.

Perhaps unsurprisingly, the average Dom Pérignon drinker is a 60-year-old male businessman whose favourite meal is lobster thermidor. He shops at Waitrose, drives a Jaguar and on a night in he might settle down to watch Gosford Park or perhaps put on an album from his singer of choice, Gloria Gaynor.

Based in the UK, YouGov has built these profiles on information collected from more than 400,000 panellists. The business also works internationally, compiling data from more than 2.5 million respondents in over 11 countries.


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