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Builders turn their backs on beer?

Research commissioned by Interbuild suggests that the stereotypical view of a builder as a beer-drinking, football watcher is actually incorrect. In fact, the survey showed that actually the trades’ preferred tipple is a glass of wine – or two.

Builders turn their backs on beer?

The survey, of 1,000 visitors, revealed that the average trade visitor to the show is a professional type with a taste for the finer things in life. 41% names red wine as their tipple of choice, while other preferences included flying with British Airways, reading the Daily Mail and watching documentaries on TV.

“The popular perception of a builder is in sharp contrast to the reality,” said Interbuild event director James Gower. “Our survey shows that today’s tradesman is a sophisticated individual, highly qualified and has a varied range of personal interests.”

“This is the first time we’ve commissioned any research of this nature. While we regularly conduct research relating to the show, this time we have decided to really get under the skin of our visitors, from both a personality and personal interest perspective with some surprising results. For instance, who would have thought red wine would rank so highly!

“The findings have offered us a great insight into our audience and we can now use this information in our planning for Interbuild 2008.”

About Fiona Russell-Horne

Fiona Russell-Horne
Group Managing Editor across the BMJ portfolio.

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