Sober curious consumers
All alcoholic drinkers
▼ Social drinker - I drink at parties or if there's a small get together
39
44
▼ Special occasion drinker - only occasionally, i.e. at Christmas, birthdays
29
35
Weekend drinker - only really drink on weekends
27
26
▲ After work drinker - I enjoy a drink most evenings during the week
22
18
Daily drinker - I like a drink most days
10
9
Anytime, anywhere drinker – I enjoy a drink at every opportunity
5
5
Arrows designate statistical significance of greater than +2.0 (▲ ) and less than -2.0 (▼ ) between the responses of the target group (sober curious consumers) and the control group (all alcoholic drinkers).