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Bacardi Silver 03

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					                                                                                                                Demographic Profile
                                                                                                               Bacardi Silver 03 vs. Total U.S.

                       Age 21-24
                       Age 25-34
                       Age 35-44                                                                                                                                    Total U.S.
                       Age 45-54
                                                                                                                                                                    Bacardi Silver 03
                       Age 55-64
                         Age 65+


                   <High School
                     High School
                  Some College
                   College Grad
                       Post Grad


                        <$20,000
                    $20-$34,999
                    $35-$49,999
                    $50-$74,999
                        $75,000+


                           Single
                          Married
                    Other Marital


                   Professionals
   Mgr/Business/Financial Ops
                     Sales/Office
   Nat Resources/Constr/Maint
                Other Employed
                  Not Employed


                             Men
                          Women


                            White
                         Hispanic
               African American
                            Asian
                     Other Race


                                    0%                  10%                    20%                   30%              40%             50%         60%   70%   80%           90%         100%

Source: Mediamark Research Inc., * Projections relatively unstable, use with caution Source: 2009 Doublebase
                                                                                                                  Top Leisure Activities
                                                                                                               Bacardi Silver 03 vs. Total U.S.


      Entertain friends or relatives at home



                                 Video games



                                    Dining out



                               Reading books



                                   Barbecuing



                                    Play cards



                       Go to bars/night clubs



                              Cooking for fun



                                        Baking



                        PC/computer games



                  Electronic games (not TV)



                                 Billiards/pool



                                  Go to beach



                                Board games                                                                                                                                    Total U.S.
                                                                                                                                                                               Bacardi Silver 03

                           Dance/go dancing



                                                  0                                  10                              20                      30                      40   50                       60
                                                                                                                     % Who Have Participated During Last 12 Months
Source: Mediamark Research Inc., * Projections relatively unstable, use with caution Source: 2009 Doublebase
                                                                                                               Top Sports Events Attended
                                                                                                               Bacardi Silver 03 vs. Total U.S.


                                          Baseball



                       Football - College games



      Football - Weekend Professional Games



                              High School Sports



                     Basketball - College games



                                       Ice Hockey



                               Rodeo/Bull Riding



                                            Boxing



                               Motorcycle Racing



                          Auto racing - NASCAR



                              Auto racing - Other



 Football - Monday Night Professional Games



                Horse Racing (trotters/harness)



               Basketball - Professional games                                                                                                                             Total U.S.
                                                                                                                                                                           Bacardi Silver 03

                                            Tennis



                                                      0                                         5                              10                           15        20                       25
                                                                                                                          % Who Have Attended During Last 12 Months
Source: Mediamark Research Inc., * Projections relatively unstable, use with caution Source: 2009 Doublebase
                                                                                                         Sports Events Listened To On Radio
                                                                                                               Bacardi Silver 03 vs. Total U.S.



                    Baseball - Regular Season




           Baseball Playoffs and World Series




                                     Auto racing




 Football - Monday night professional games




     Football - Weekend professional games




                     NFL Playoffs & Superbowl




                      Football - College games




                                        Olympics




              Basketball - Professional games


                                                                                                                                                                                Total U.S.
                                                                                                                                                                                Bacardi Silver 03
                                      Ice Hockey




                                                    0                       2                       4                 6              8               10               12   14   16                  18
                                                                                                                          % Who Have Listened During Last 12 Months
Source: Mediamark Research Inc., * Projections relatively unstable, use with caution Source: 2009 Doublebase
                                                                                                                   Sports Participation
                                                                                                               Bacardi Silver 03 vs. Total U.S.


              Swimming



   Fishing - fresh water



   Walking for exercise



                 Bowling



                 Football



              Basketball



        Boating (power)



           Weight lifting



        Jogging/running



               Volleyball



        Bicycling - Road



       Hunting with rifle



                Aerobics



                 Rowing                                                                                                                                                   Total U.S.
                                                                                                                                                                          Bacardi Silver 03

                 Frisbee



                            0                             5                            10                        15                   20                   25   30   35                       40
                                                                                                               % Who Have Participated During Last 12 Months
Source: Mediamark Research Inc., * Projections relatively unstable, use with caution Source: 2009 Doublebase
                                                                                                           Top Sports Events Watched On TV
                                                                                                               Bacardi Silver 03 vs. Total U.S.


     Football - Weekend professional games



 Football - Monday night professional games



                      Football - College games



                       Wrestling - Professional



                                          Boxing



              Basketball - professional games



                                        Baseball



                        Auto racing - NASCAR



                    Basketball - college games



                                            Poker



                              Rodeo/Bull Riding



                                          Fishing



                                          Soccer



                                 Extreme Sports                                                                                                                               Total U.S.
                                                                                                                                                                              Bacardi Silver 03

                                    Track & field



                                                    0                     5                    10                15          20            25              30       35   40   45                  50
                                                                                                                         % Who Have Watched During Last 12 Months
Source: Mediamark Research Inc., * Projections relatively unstable, use with caution Source: 2009 Doublebase
                                                                                                                Types of Beer Consumed
                                                                                                               Bacardi Silver 03 vs. Total U.S.



               Beer Drinker




              Regular Beer




       Premium Reg Beer




                  Light Beer




                Import Beer




   Super Prem Reg Beer




        Popular Reg Beer




                        FABs




                 Malt Liquor


                                                                                                                                                                       Total U.S.
                                                                                                                                                                       Bacardi Silver 03
          No Alcohol Beer



                                  0                     10                     20                      30             40            50               60      70   80   90                  100
                                                                                                                  % Who Have Consumed During Last 6 Months
Source: Mediamark Research Inc., * Projections relatively unstable, use with caution Source: 2009 Doublebase
                                                                                                 Most Preferred Beer Brands ( including FABs )
                                                                                                               Bacardi Silver 03 vs. Total U.S.



          Bacardi Silver 03




              Bacardi Silver




                 Smirnoff Ice




 Smirnoff Ice Triple Black




                    Bud Light




                   Budweiser




   Mike's Hard Lemonade




        Smirnoff Twisted V




                    Heineken


                                                                                                                                                                        Total U.S.
                                                                                                                                                                        Bacardi Silver 03
                 Coors Light



                                  0                      10                     20                     30              40            50              60       70   80   90                  100
                                                                                                                   % Who Have Consumed During Last 6 Months
Source: Mediamark Research Inc., * Projections relatively unstable, use with caution Source: 2009 Doublebase
                                                                                               Most Consumed Beer Brands ( excluding FABs )
                                                                                                                Bacardi Silver 03 vs. Total U.S.



                  Budweiser




               Natural Light




                   Heineken




                 Natural Ice




                   Bud Light




             Coors-Original




              Corona Extra




      Miller Genuine Draft




            Miller High Life


                                                                                                                                                                                   Total U.S.
                                                                                                                                                                                   Bacardi Silver 03
            Old Milwaukee



                                  0                         2                         4                        6                 8               10                 12   14   16                       18
                                                                                                               Share of Number of Glasses Consumed in Last 7 Days
Source: Mediamark Research Inc., * Projections relatively unstable, use with caution Source: 2009 Doublebase
                                                                                                                  Alcohol Consumption
                                                                                                               Bacardi Silver 03 vs. Total U.S.




 Any Alcohol




   Any Spirits




     Any Beer




    Any Wine
                                                                                                                                                                    Total U.S.
                                                                                                                                                                    Bacardi Silver 03




                      0                       10                       20                      30                 40             50               60      70   80   90                  100
                                                                                                               % Who Have Consumed During Last 6 Months
Source: Mediamark Research Inc., * Projections relatively unstable, use with caution Source: 2009 Doublebase
                                                                                                     Alcohol Consumption - Percent of People
                                                                                                               Bacardi Silver 03 vs. Total U.S.




      Wine Only



                                                                                                                                                                     Total U.S.
                                                                                                                                                                     Bacardi Silver 03

 Wine & Spirits




   Wine & Beer




 Spirits & Beer




    Spirits Only




      Beer Only




       All Three




            None




                     0                       10                       20                      30                  40             50               60      70   80   90                   100
                                                                                                               % Who Have Consumed During Last 6 Months
Source: Mediamark Research Inc., * Projections relatively unstable, use with caution Source: 2009 Doublebase
                                                                                                     Alcohol Consumption - Avg. # Of Glasses
                                                                                                               Bacardi Silver 03 vs. Total U.S.




   Beer volume




 Spirits volume




   Wine volume
                                                                                                                                                                          Total U.S.
                                                                                                                                                                          Bacardi Silver 03




                          0                             10                            20                         30                   40                  50    60   70                       80
                                                                                                               Avg. # of Glasses Consumed During Last 30 Days
Source: Mediamark Research Inc., * Projections relatively unstable, use with caution Source: 2009 Doublebase
                                                                                                        Beer Consumption ( excluding FABs )
                                                                                                               Bacardi Silver 03 vs. Total U.S.




 Drank Beer in Last 6 Months = Yes?




                         Heavy Users (8+)




                      Medium Users (2-7)




                          Light Users (0-1)
                                                                                                                                                                       Total U.S.
                                                                                                                                                                       Bacardi Silver 03




                                                  0                      10                      20                 30               40                 50   60   70   80                  90
                                                                                                                                          % of People
Source: Mediamark Research Inc., * Projections relatively unstable, use with caution Source: 2009 Doublebase

				
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