
                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: THURSDAY, February 9, 1995                   TAG: 9502090047
SECTION: VIRGINIA                    PAGE: C-1   EDITION: METRO 
SOURCE: 
DATELINE:                                 LENGTH: Medium

ONE BOURBON, ONE SCOTCH AND ONE BEER . . . . .

The Roanoke Valley's not a stop-by-the-local-bar-and-hoist-a-few kind of place. Most of us haven't been drinking lately. Those who have been drinking in the past day or the past week are mostly white-collar men under age 50. Is this the return of the three-martini lunch?

When did you last drink alcohol?

In the past day: 16%

In the past week: 20%

More than a week ago: 63%

Don't remember: 1%

Who's drinking?

Here's who's had a drink in the past day or the past week:

Mostly men.

49% of men, only 25% of women.

Mostly the young, or the young in spirit.

Almost half of those under age 50 have had a drink lately.

Ages 18-29: 45%

Ages 30-49: 45%

Ages 50-64: 32%

Age 65 and up: 17%

Mostly the affluent.

Almost half of those making more than $40,000 have imbibed recently.

Under $10,000: 27%

$10,000 to $19,999: 29%

$20,000 to $29,999: 40%

$30,000 to $39,999: 31%

$40,000 and up: 46%

Mostly the well-educated.

Almost half of college graduates have knocked back a few in the past week.

High school drop-outs: 22%

High school graduates: 30%

Some college: 45%

College graduates: 48%

Advanced degrees: 31%

The Roanoke Valley Poll was conducted by Roanoke College's Center for Community Research and has a margin of error of plus or minus 5 percentage points. Among demographic subgroups, the margin may be higher.

by CNB