Drinker prototypes in American society

Abstract

Based on a national probability sample of 2,401 Americans age 21 and over (1,069 of whom were deemed "drinkers" on the basis of having consumed at least one alcoholic beverage in the past 7 days), this study develops profiles of the drinker and heavier drinking prototypes for beer, distilled spirits, wine, and wine cooler drinkers. Both beer-drinking prototypes are mainly composed of less well-educated males who drink beer in circumstances unconnected with any mealtime setting. Wine drinkers are more often women (although the heavy drinking prototype is more likely to be a man), usually with education at or beyond the "some college" level, who typically drink wine in moderation with a meal such as dinner. Both prototypes of the distilled spirits drinkers are likely to be men, age 45 or over, who are not currently married, who usually drink in a bar, before a meal, when they feel somewhat happy or calm. Wine cooler drinkers are much more heterogeneous, and hence less distinguishable than the other drinking prototypes. The heavier wine cooler drinker, however, is likely to be single, with 12 or 13 years of schooling. This person usually drinks when feeling very stimulated, very happy, very romantic, or else very bored, and often does so at bars or in friends' homes.