Craft beer sales saw significant growth between the years of 2009-2012 and they are expected to continue the upward trend. Interestingly, the economic downturn did not seem to affect the craft beer market despite the higher price of craft beer over mass-marketed domestic beer. In fact, craft beer is experiencing growth in sales that other beer categories are not. (Clarke, 2012; Pierre, 2013) This growth has been attributed primarily to millennials. Millennials (born between 1981- 1995) have been described as conscious of affordability and quality in their product choices but also seek to express themselves through their choices. (Rigik, 2012) According to the Brewer’s Association, 46% of new craft beer drinkers are millenials (Clarke, 2012). The craft beer market is primarily composed of the middle class beer consumer that appreciates a fine tasting brew and is willing to pay a little more for it. Craft beer consumers are typically male, white and in the 25-45 age group (Clarke, 2012; Pierre, 2013). Further demographic data suggests that the craft beer consumer is also likely to be college educated and to earn an income of $50,000 or more per year (Clarke, 2012). 80% of craft beer is drunk by white consumers, more than half of which are in the 21 -44 age group (Clarke, 2012; Pierre, 2013). While it would be understandable to concentrate marketing efforts on the white, male, and middle class consumer, there is definitely potential to expand into other demographics. Marketing professionals could expand the craft beer market by appealing to the Latino beer consumer. Many major corporations such as Nissan, McDonald’s, and Wal-Mart are marketing to the Latino market as they can see that the profit potential is vast (Rigik, 2012). I... ... middle of paper ... ...esome Beer Drinker Looks Like | InTheCapital. Retrieved from http://inthecapital.streetwise.co/2013/03/27/dissecting-the-craft-beer-consumer-a-look-at-what-an-awesome-beer-drinker-looks-like/ Rigik, E. (2012, May). Hispanics, millennials reshaping the retail market. Convenience Store Decisions, 23(5), 16. Sester, C., Dacremont, C., Deroy, O., & Valentin, D. (2013). Investigating consumers' representations of beers through a free association task: a comparison between packaging and blind conditions. Food Quality and Preference, 28(2), 475-483. Ueltschy, L., & Krampf, R. (1997). The influence of acculturation on advertising effectiveness to the Hispanic market. Journal of Applied Business Reseach, 13(2), 87-101. Webster, C. (1991). Attitudes towards marketing practices: the effects of ethnic identification. The Journal of Applied Business Research, 7(2), 107-116.
The beer brands were classified as popular, premium, super premium, and ultra-premium. The distinguishing factor determining if brands belonged to different classes was whether beer was produced by four largest companies (Anheuser-...
Shalini Shankar’s Advertising Diversity presents an astute ethnographic study of the construction and production of Asian American identities by the American advertising industry. The book encompasses a detailed structured analysis of the processes involved in the creation of advertising content targeted at Asian American consumers, from the initial idea – the pitch to planning and creative direction to the essential act of production and circulation in media. Through participant observation and interviews with advertising professionals in niche/multicultural as well as general market agencies in San Francisco, Los Angeles and New York, Shankar attempts to chart the rising significance of ethnic and racial representation – ‘diversity’ in the
Belgium is known for a culture of high-quality beer and this concept was formulated by an electrical engineer from Fort Collins, Colorado. The electrical engineer, Jeff Lebesch, was traveling through Belgium on his fat-tired mountain bike when he envisioned the same high-quality beer in Colorado. Lebesch acquired the special strain of yeast used in Belgium and took it back to his basement in Colorado and the experimentation process was initiated. His friends were the samplers and when they approved the beer it was marketed. In 1991, Lebesch opened the New Belgium Brewing Company (NBB) with his wife, Kim Jordan, as the marketing director. The first beer and continued bestseller, Fat Tire Amber Ale, was named after the bike ride in Belgium. The operation went from a basement to an old railroad depot and then expanded into a custom-built facility in 1995. The custom-built facility included an automatic brew house, quality-assurance labs and technological innovations. NBB offers permanent, seasonal and one-time only beers with a mission to be a lucrative brewery while making their love and talent visible. In the cases presented by the noted authors (Ferrell & Simpson, 2008), discusses the inception, marketing strategy, brand personality, ethics and social responsibility that New Belgium Brewing Company has demonstrated. The key facts with New Belgium Brewing Company are the marketing strategy, promotion, internal environment and social responsibility with the critical issues of the public, brand slogan, growth and competition.
From our research, Anheuser-Busch is content with being the number one beer company in the world, increasing sales each year in operation. We found that Anheuser-Busch met many views associated with the world, business, and behavioral dimensions. The company also displayed its stability as we reviewed one of its most successful products Budweiser, owned by Anheuser-Busch, under the marketing view and the financial view. Not only do they hold almost half of the market share in the industry but their stock prices, sales volume, and net sales have all increased from 2002 to 2003. We also looked at Budweiser in terms of geography and culture. We found due to the fact that the "western" countries consume the majority of beer, it only makes sense that Anheuser-Busch concentrates on that market. Along these lines, another key goal that is also important to Anheuser-Busch is to boost other beer markets that are located in other cultures, where at the time beer is not a major consumption.
The dominant ideas about the Hispanic population and how to market them are key concepts looked at in chapter two. There are many facts and fictions about marketing to Latinos as single ambiguous market. Hispanic advertisements and marketing strategies take a unique approach to target Latinos as a whole. Marketers take the approach of targeting all Latinos as a group and based many advertising campaigns off of stereotypes instead of researching the Latino culture. “One result of this lack of market research was the dissemination of generalized assessments about the Hispanic consumer that were ultimately based on the self-image, class background, and experiences of Hispanic marketers”(59). Many advertisers target Latino Americans as a one group of people with nearly identical looks, culture, and values. “(The Hispanic) population is continually stereotyped and constituted into an undifferentiated Hispanic consumer”(57). They do not advertise to Latinos as separate people from different Southern and Central American countries.
Michael Messner and Jeffrey Montez de Oca explain that contemporary beer ads represent a desirable male lifestyle to reaffirm masculinity in a time when men are insecure. Their essay, “The Male Consumer as a Loser: Beer and Liquor Ads in Mega Sports Media Events,” goes on to list the reasons for their insecurities: historic and cultural shifts such as deindustrialization, declining real value of wages, feminists and sexual minorities. They support their main point by providing a window to the past as beer ads of the 1950s depicted a desirable lifestyle that was appropriate for post war style of living. By following the transitions of beer ads from the 1950s to now, we could follow the accepted lifestyles of the times during which the ad was made.
How these factors enabled MMBC to create such a strong brand; and why, despite its strong brand, MMBC was experiencing a decline in 2005. I will show that the decline is due to changes in beer drinking patterns, markets, and demographics in the region as well as the U.S. in general.
commercial appeals to the demographic of young, entrepreneurial males who are wanting to become more than what people and society thinks they should be and they not only want to sell their beer but also have an underlying message of pro-immigration.
This research focuses on how corporations use Mainstream agencies (General Markets) to target African American consumers. Mainstream and General markets are defined as ad-speak for "White" as in general market agencies (Brandweek, 12/06/99). Also defined in Brandweek (12/06/99) is the word targeted which is ad-speak for "Ethnic/Urban" examples being Blacks, Latinos, and Asians. A majority of corporations have two main problems when targeting the African American community. First, most corporations use Mainstream agencies instead of hiring African American-owned agencies or hiring people who specialize in African American marketing. The African-American market is served by its own specialized media, and national studeis have shown that black consumers are more suscep...
Everywhere we go we are told what to wear, what to drink, how to look, and so on. Be it by billboards, newspaper, television, magazines, it’s everywhere. That being said, advertisements have a great influence on our lives. While researching ads for a similar products from two different American time periods, I came across two beer advertisements – one from the 1950s and one in the 1990s. In the 1950s, beer advertisements focused their attention on family, specifically how a mother and a father, supporting and maintaining a household, should enjoy beer. Yet, in the 1990s, beer advertisements main focus was on the male consumer. What do men like more than beer? Yes, women. The advertisement industry utilized attractive women to be associated in the ads but have no necessarily affiliation with the product. The difference between these two ads show about American culture is that back then it was about gender roles and nowadays is about sexism. Beer advertisements should not be in local advertisements because the message exhibits stereotypes. Since the early days of time the stereotype o...
Advertisers have done a lot of research looking into these behaviors to ensure their resources are spent in the most profitable areas. In Kim Souza’s “Wal-Mart to focus more on Hispanic Shoppers”, she showcases that Walmart recognizes the importance of the Latino demographic and is creating a shopping atmosphere that Latinos are comfortable with. Within the article, there is data that show several differences in Latino consumer behaviors compared to other consumers. Below is the data:
Levy, Michael, Barton A. Weitz, and Dhruv Grewal. Retailing Management. ed. New York, NY: McGraw-Hill Education, 2014. Print.
For the last 13 years, the beer market has been shrinking in pace with Japan’s economic decline and shrinking population. The era of conservative or loyal customers buyers are eclipsing. Consumers are always looking for new trend and cheaper new genre beer beverages, and the happoshu market is known for that quick delivery.
Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275
Lee, M. S., Roberts, R. R., & Kraynak, J. (2008). Cross-cultural selling for dummies. Hoboken: For Dummies.