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OUGD603: Brief 6 - Green Spot // Demographic Research

As part of this brief, I need to understand the demographic of whiskey drinkers and enthusiasts. I've conducted some research into who drinks whiskey in 2014. The common perception is that an older gentlemen would enjoy the taste, however surveys and studies have begun to suggest otherwise. 


"No longer the reign of stuffy old men, premium whisky is finding an audience with young men and women.

While it may be coincidence, when the images of Mad Men’s charismatic Don Draper, Roger Sterling and Joan Holloway sipping single malt hit screens in 2007, more 25-34 year olds started drinking whisky.
The Roy Morgan survey found 25-34 year-olds were the most likely group to be whisky drinkers, followed by 18-24 year-olds (11.9 per cent), with 35-49, 50-64 and 65+ groups remaining comparatively steady.
Angela Smith from Roy Morgan Research said “metrotechs”, (otherwise known as young urban professionals), were also considerably over-represented in the premium whisky market."

"Scores of country songs praise whiskey-drinking women, but it’s only in the past few years that, as a demographic, women have embraced “brown” spirits like Scotch, rye, and bourbon.

“In the 1950s, women had a more open mind about whiskey,” Greene says. “That’s the beauty of nostalgic shows like Mad Men: We see strong women drinking hard spirits.” In fact, while Don Draper slugs back Canadian Club, it’s actress Christina Hendricks who in real life stumps as a brand ambassador for Johnnie Walker.

Another factor may come into play: Some women worry that ordering a single malt might be construed as too masculine. That perception is changing rapidly."

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