M A G A Z I N E S C A N A D A . C A

B E E R , W I N E a n d L I Q U O R

Magazine readers are regular users of beer, wine and alcohol beveragesBeer, Wine and Alcohol Beverages (Index)

Magazines

Television

RadioNewspape

rsWeb

Drank wine past 6 months 110 96 103 109 99

Drink red wine 113 90 102 112 101

Drink white wine 116 93 103 111 100

Drink rose wine 123 98 105 108 104

Drink ice wine 125 97 96 102 130

Drank champagne/sparkling wine past 6 months 124 85 104 107 104

Drank cooler past 6 months 114 99 110 92 115

Drank cordials & liqueurs past 6 months 117 98 107 108 101

Drank rum past 6 months 107 92 108 106 106

Drank vodka past 6 months 114 97 106 98 115

Drank tequila past 6 months 121 84 109 99 128

Drink domestic/microbreweries beer 118 74 104 115 132

Drink light beer 110 102 109 111 103

Drink import beer 113 79 99 111 125Source: PMB, Fall 2013: A19+, Heaviest quintiles (1 & 2)

Magazine media readers are regular users of most all major beer, wine and liquor categories. They are heavy spenders, theyfrequently visit retail outlets and they buy alcohol beverages as gifts. Plus, magazine readers actively take action after seeingmagazine ads: 64% take at least one action while 40% take purchase actions.

Magazine readers are heavy spenders on beer, wine and alcohol beveragesBeer, Wine and Alcohol Beverages (Index)

Magazines

Television

RadioNewspape

rsWeb

Pay $10+ per bottle of wine bought 115 92 104 112 100

Pay $15+ per bottle of wine bought 120 78 103 114 111

Pay $20+ per bottle of wine bought 119 69 97 103 114

Make 1+ trips to a wine store in average month 122 89 113 118 105

Make 1+ trips to a liquor store in average month 112 95 107 109 106

Buy beer, wine or liquor as a gift 125 92 106 112 115Source: PMB, Fall 2013: A19+, Heaviest quintiles (1 & 2)

Magazine readers are predisposed to wines from all regions of the worldBeer, Wine and Alcohol Beverages (Index)

Magazines

Television

RadioNewspape

rsWeb

Drink wine from Canada 114 92 100 105 102

Drink wine from Ontario 123 88 107 110 105

Drink wine from U.S. 121 82 99 118 106

Drink wine from France 115 86 102 119 107

Drink wine from Germany 111 92 105 112 104

Drink wine from Italy 123 89 106 118 103

Drink wine from Spain 127 80 101 124 105

Drink wine from South America 121 83 104 119 103

Drink wine from South Africa 125 87 103 114 104

Drink wine from Australia 119 85 105 113 107Source: PMB, Fall 2013: A19+, Heaviest quintiles (1 & 2)

P A C K A G E D G O O D S

Heavy users of wine (drank 6+ glassesin the past week) are more developedamong magazine readers

Among adults 19+, magazines reach 422,000 winedrinkers, more than any other measured medium. A combo of magazines and web are a strong combination.

Magazines

Magazine/Web

Web

TV

Web/TV

Magazine/TV422

350

305

360

144

203

Source: PMB, Fall 2013: A18+, Media imperatives.Drank 6+ glasses of wine in the past/next 12 months

3-D Multi-Media Quintiles(000’s reached)

64% of Magazines readers take action after seeing a beverage alcohol ad

Actions Taken* : Beer, Wine & Liquor (%)

Have a more favourable opinion about the advertiser 22%

Recommended the product/service 12%

Visited their website 10%

Looked for more information about the product/service 15%

Clipped/saved the ad 7%

Consider purchasing the product/service 29%

Purchased the product service 12%

Took any action 64%

Source: StarchMetrix Canada – Beverage Alcohol Category, April 2012 to March 2013. * Actions based on respondents who noted ads

29% net Impact Actions(% positively impacted by the ad or recommended the product)

25% net Reference Actions(% actively seeking more info about the advertised product)

37% net Purchase Actions(% purchased or considering purchase of the advertised product)

B E E R , W I N E a n d L I Q U O R

Magazine media make the connection with alcohol beverage purchasers.

Magazine readers drink an array of major wine varietiesBeer, Wine and AlcoholBeverages (Index)

Magazines

Television

Radio

Newspapers

Web

Red Wine:

Drink Merlot 114 88 102 112 104

Drink Pinot Noir 120 87 103 117 104

Drink Shiraz/Syrah 122 80 104 115 109

Drink red blends 113 81 101 110 113

White Wine:

Drink Chardonnay 118 92 100 115 105

Drink Pinot Grigio/Pinoir Gris 126 84 108 107 118

Drink Riesling 119 87 105 112 110

Drink Sauvignon Blanc 123 86 103 114 107

Drink white blends 101 104 94 114 97Source: PMB, Fall 2013: A19+, Heaviest quintiles (1 & 2)