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