Checkout this experiment by Locu, who crawled and crunched data "to get a sense of whether there is a link between PBR and our skinny-jeaned friends." They focused on the so-called homes of hipsters: Williamsburg in Brooklyn, San Francisco's Mission District and Boston using heatmaps of venues that serve Bud Light and PBR. http://blog.locu.com/post/46247974453/locu-digs-deep-into-pbr-data-hipsters-unphased In Brooklyn and San Francisco, Bud Light is more prevalent. Same thing with Boston, however PBR consumption patterns aren't in the places they expected. Did we really learn anything here? What data would have been more useful? Personally, I think a heatmap of macro and craft beer drinkers would be much more interesting and useful.