SipMetrics Methodology:
Beer, Cider, RTD

SipMetrics is a last-occasion consumption study. This means it asks respondents about the most recent Beer, Cider, Seltzer, or Ready-To-Drink alcoholic beverage that they consumed, and then enquires about how it was consumed and purchased. Last-occasion studies use this method to improve recall and avoid vague responses from respondents.

 

In addition to the last-occasion metrics, SipMetrics asks some general questions on drinking attitudes, beverage preferences, and the importance of certain package claims.

 

While SipMetric oversamples some regions to ensure representation across Canada (e.g. Atlantic Canada), it weights all responses to be nationally representative.