've spent the last
four months working at a liquor store in the Chicago neighborhood
of Hyde Park. This gives the store an interesting demographic
makeup: a mixture of South Chicago locals (mostly middle-class
blacks) and those affiliated with the University of Chicago
(undergrads, graduate students, faculty). While this makes for
interesting demographic breakdowns of spirits purchases, cigarette
choice offers an even more distinct stratification. What follows is
an analysis of brand choice using highly anecdotal evidence.
Marlboro Reds: Favored by the most dedicated, gravelly
voiced of smokers. To smoke is to accept consequences in health; to
smoke Marlboro Reds is to court these consequences. European
nationals overwhelmingly prefer Reds, as do day laborers.
Marlboro Lights: Derisively referred to as "Dad" cigarettes,
Marlboro Lights are the go-to brand of the reformed heavy smoker.
The cigarettes themselves taste like dirt; smoking them is less for
pleasure then for atonement of past sins. Attractive to middle-aged
white and Asian males. Often purchased with sheepish, down-turned
eyes.
Marlboro Ultra Lights: It's barely smoking at all. Purchased
by dilettantes, dabblers, posers, and the smokers that just can't
quite quit.
Camel Lights: By far the most popular cigarette of the
college student demographic, which makes up close to the entirety
of the cigarette purchases. There's little to distinguish Camel
Lights from other cigarettes: they're the Camry of cancer sticks.
Lights completely dwarf the other Camel brands: aside from a few
dedicated Camel Filter buyers, almost no one pays attention to
Camel Special Lights, Wides, or the Turkish varieties. Note: I've
never,
ever sold any kind of menthol Camel, although the
store carries four varieties.
Parliament Lights: Formerly dubbed the "hipster" cigarette
of choice, P-funks appeal to a small segment of the college student
demographic. These buyers tend to be younger, buy cigarettes less
often, and are more likely to be female. This is probably the first
brand of these smokers. Parliament Lights' mild flavor and
novel-yet-useless recessed filter no doubt appeal to those just
starting their addiction. While full-flavored Parliaments are
available, as well as Ultra Lights and corresponding menthol
varieties, they are almost never sold.
Merit: Merits run the typical gamut of varieties (Regular,
Light, Ultra Light, Menthol). Exclusively purchased by white women
over 40. They come in dingy soft packs, but are no cheaper than
more popular cigarettes, implying a small degree of self-loathing.
I like to imagine the smoker furtively puffing in the car or
bathroom, then attempting to cover up the smell with copious
amounts of air freshener. Interestingly enough, this is the same
clientele that purchases half-pints of House of Stuart scotch,
which I like to imagine is consumed in a similar manner.
Benson & Hedges: The ritzy gold regulars are almost
totally eschewed for the emerald glint of the menthol varieties,
which are purchased by middle class blacks, largely (but not
exclusively) middle-aged women. Only offered in "100" size (normal
cigarettes are "King cut"). A touch of class, a touch of luxury,
and a heaping dollop of extra tar.
Virginia Slims: Similar to Benson & Hedges: only offered
in 100s (except for the 120-length "Luxury Lights) and only the
menthol varieties ever sell. V-Slims don't have the broader-based
appeal of Benson & Hedges: almost all the purchasers are black,
middle-aged women. The subtler packaging and slightly cheaper price
appeals to a more demure smoker.
Newports: The cock of the walk at my store: Newports are by
far the best-selling cigarette. Its demographic is almost entirely
black, from many age and socio-economic groups (however, almost
every black person under 30 who buys cigarettes buys Newports).
King size smokes sell as well as the 100s (or "Cadillacs").
Customers are often very specific when purchasing; instead of the
usual "Reds" or "Camel Lights," a typical request for these
exclusively menthol titans goes something like "Newport shorts in a
box." Brand loyalty at its finest.
Kools: Kools play second fiddle in the menthol-only
orchestra. The only cigarette whose consumers tend to prefer soft
packs (an asset to poor souls suffering from DT's), Kools buyers
are also exclusively black, but tend to be older. Kool has
attempted to delve into the youth market with "designer" packs
featuring crudely scrawled figures rapping and mixing, which tends
to confuse customers more than entice them. But perhaps
13-year-olds are buying them up.
Basics: The budget cigarette of choice (the bottom shelf
cigarettes: Dorals, Best Buys, Commanders, and the like are never
purchased and aren't even cheap). Basics come in every variety from
full-flavored to ultra-light, as well as menthol. Sparse packaging
featuring only a simple brown leaf (what I assume represents
tobacco) adds to the ambiance.
Pall Malls: When I am asked which cigarettes are the
cheapest, I refer customers to the Pall Malls. I am greeted with a
look of skepticism, and the customer then buys a pack of
Basics.
Viceroys: Very cheap, but the regal packaging (and name)
attracts a definite loyalty in buyers (including older professorial
types). Perfect for a night of debauchery, and they leave you with
that gravelly voice the next morning that reminds you that you had
a good time.