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Drinker prototypes in American society.

H Klein1, D J Pittman

  • 1Washington University, St. Louis, MO 63130.

Journal of Substance Abuse
|January 1, 1990
PubMed
Summary
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This study profiles American alcohol drinkers, identifying distinct patterns for beer, spirits, wine, and wine cooler consumers. Understanding these drinker prototypes can inform public health and industry strategies.

Area of Science:

  • Sociology
  • Behavioral Science
  • Public Health

Background:

  • Alcohol consumption patterns vary significantly across demographics and beverage types.
  • Understanding drinker prototypes is crucial for targeted health interventions and marketing strategies.

Purpose of the Study:

  • To develop detailed profiles of different alcohol drinker prototypes in the United States.
  • To differentiate between general and heavier drinking patterns for beer, distilled spirits, wine, and wine coolers.

Main Methods:

  • Utilized a national probability sample of 2,401 American adults (aged 21+).
  • Identified 1,069 participants as current drinkers (consumed alcohol in the past 7 days).
  • Developed prototype profiles based on demographic, situational, and attitudinal factors.

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Main Results:

  • Beer drinkers: less educated males, often drinking outside meal settings.
  • Wine drinkers: often women (heavy drinkers more likely men), with some college education, typically drinking with meals.
  • Spirits drinkers: men aged 45+, unmarried, drinking before meals in bars when happy/calm.
  • Wine cooler drinkers: heterogeneous group; heavier drinkers are single, with 12-13 years of schooling, drinking in various emotional states and settings.

Conclusions:

  • Distinct drinker prototypes exist for major alcoholic beverages, influenced by education, gender, age, marital status, and drinking context.
  • Wine cooler drinkers present a more diverse profile compared to other beverage categories.
  • These findings offer insights into consumer behavior and potential targets for alcohol-related research and policy.