The Balvenie

The Balvenie

December 15, 2010 08:30 ET

High Tech or Hand Crafted?

The Balvenie Holiday Survey Reveals Men Want It All

TORONTO, ONTARIO--(Marketwire - Dec. 15, 2010) - With just days until Santa arrives, The Balvenie Single Malt Holiday Survey conducted by Leger Marketing asked 1,200 Canadian men, "What are you buying this year?" 

  • Canadian men are into the true holiday spirit and showing their gentler side selecting "time with family" as number one on their wish list (32.9%); followed by "travel" (22.4%) and "peace and quiet" (12.3%).
  • Thirty-four per cent of Canadian men identified electronics stores as their primary spending target this Christmas, ahead of clothes, toys and restaurants. The liquor store ranks in the top five "spending destinations" at eight per cent, beating out jewellery (6%), cosmetics (2%) and furniture stores (1%). 
  • Forty per cent of Canadian men pick single malt scotch, such as The Balvenie, as the special gift they would buy for their best friend – beating out a hand-built watch (23.6%), bespoke clothing (23.3%), or hand-rolled cigars (12.9%).
  • And they give with heart. Ninety-one per cent of Canadian men say they would feel pride in giving a gift like handcrafted single malt scotch – the highest "pride" rating of any premium gift. 
  • Tradition reigns in mens' shopping style. The majority of Canadian men (85%) will make their Christmas purchases at good old fashioned "Bricks and Mortar" stores.
  • Canadian men plan to spend an average of $638 each on gifts this year. Married males will spend considerably more ($732) than single males ($347).
  • Credit continues to fuel the Canadian consumer: a large majority of Canadian males (59%) will be using their credit cards to make their Christmas season purchases. Twenty-eight percent will use debit and the remaining 13% will use cash.

About The Survey:

The Balvenie Christmas Survey was completed online between November 26 and December 6, 2010 using Leger Marketing's online panel, LegerWeb, with a sample of 1,247 Canadian males between the ages of 25 and 65. A probability sample of the same size would yield a margin of error of ± 2.78%.

About The Balvenie:

The Balvenie is the world's most handcrafted single malt Scotch. Produced in Speyside in the Scottish Highlands, the exceptional quality of The Balvenie Single Malt is due to the fact that The Balvenie Distillery retains and nurtures a high level of craftsmanship that other malt whisky producers no longer employ: nowhere else will you find a distillery that still grows its own barley, still malts in its own traditional floor maltings, still employs coopers to tend all the casks and a coppersmith to maintain the stills.

The survey table is available upon request.

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