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Mar 6, 2021Liked by Will Myddelton

In the US--I don't think it's different in Britain--the top 10% of drinkers are responsible for 70% of the alcohol market. Seventy. Percent. These include people who consume the equivalent of a bottle of liquor *per day*.

Which is to say, this market is lumpy, like all markets if you can only identify the lumps. A tiny fraction of people are responsible for the overwhelming majority of consumption of a particular thing. Does this extend to actions too? I suspect it might. Look for the outliers in the pace layer. Harder to see at the site level, but it's there.

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