Mike’s considers suburban consumers to be among its core and coined the term “suburban cocktail culture” in a recent survey it conducted with Kelton Research in support of its Mike-arita and Mike’s Hard Frozen Lemonade launch.

“Our average drinker is 32 and they generally are suburban,” says Mike’s founder Anthony von Mandl. “They have an urban attitude — they know what’s going on — but they’re suburban.”

So what does an evening in the suburban cocktail culture consist of? Seventy percent of the survey’s respondents said it might include a barbecue; 59 percent play poker or board games; 62 percent serve cocktails as part of the festivities; 58 percent cook together; and 56 percent get together to watch videos.