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UK drinks company Bibendum PLB Group has identified eight types of consumer. 

The company's insights team used a combination of CACI demographic data, in-house consumption analysis and YouGov preference research to outline eight distinct categories of drinker. Other lifestyle factors such as income, location, age and marital status were also taken into consideration. 

The eight types of consumer are:

  • Moneyed Minority - Money is no object
  • Urban Professionals - High-spending trendsetters
  • New Nesters - Putting family first
  • Mature Foodies - Investing in quality
  • Traditional Communities - Everything in moderation
  • Suburban Families - Occasional treats
  • Big Weekenders - Let's stay out
  • Stretched Spenders - Cash strapped consumers

The company has also mapped the drinking habits of various groups. For example, almost half of New Nesters, which make up 10% of the population, would choose wine as their first choice of alcoholic drink. Bibendum believes its customers can use the information to better serve consumers.

Alex Linsley, head of market insights for the Bibendum PLB Group said: "This information can and will be regularly updated, based on changing data and moving trends."

Linsley called the profiling model an "invaluable tool that will help us advise our customers on how to make their drinks range relevant and exciting for their consumers."

Bibendum Wine merged with drinks importer PLB Group last October. 


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