Craft Beer and Consumer Behavior
Although segmentation models vary, they found greater consistency in using psychographic data over demographic data.
Examples of general beer drinker psychographic segmentation include the following:
- Impulsive Drinker – Drink beer on a whim with little concern over choice of beer
- Macho-male – Overtly masculine believing beer is a for real men
- Party Animal – Over-indulgent beer drinker
- Sport/physical Orientation – Drinks beer and watches/participates in sports
- Cost-Aware Enthusiasts – Passionate about good beer but factor cost into their judgment about
what ‘good’ means
- Zealots – Nothing is more important than drinking good beer
- Trend Followers – Drink beer because there is a buzz around it at the moment
- Looking After the Pennies – Driven solely by price--know where to find the cheapest pint in town
and pay little attention to its flavor
- Boozers – Drink beer as a means to an end
For craft beer drinkers, we found psychographic segmentation as the following:
- Epicures – Characterized by their ardor and appreciation for beer and how it’s made--prefer craft
- beer
- Chameleons – Characterized by their versatility--choice is heavily contingent upon mood
- Beer Snobs – Premium and super-premium beer drinkers
- Hedonists – Drink for the joy of drinking
- Casual Craft – Everyday drinkers that are not picky about brand or taste
- Core Craft – Someone who enjoys the subtleties of craft beer and discriminates on the basis of
quality
- Beer Geek – Enjoy a variety of craft beer – the most discerning of craft beer consumer
Understand the age and changing demographics of craft beer drinkers (then market properly) - https://www.craftbrewingbusiness.com/featured/understand-age-changing-demographics-craft-beer-drinkers-market-properly/
MORE WOMEN AND HISPANICS
While the stereotypical image of a craft beer consumer is a bearded, plaid-laden white male, demographics are shifting to embrace a more diverse market where that may no longer necessarily be the case.
Women are surging into a 32 percent share of the overall craft beer market (Nielsen Report), while women ages 21-34 compose a full 15 percent of overall craft drinking volume (Brewer’s Association). Women in founding, brewing and marketing positions in the beer community are also growing, as institutions such as Pink Boots Society promote inclusiveness in the industry.
Hispanic influence in the craft beer market is also on the up and up. By 2019, “Hispanic beer spending is projected to grow 31 percent” (Univision, IHS Global Insights) and “43 percent of Hispanic consumers order craft beer in restaurants and bars at least once a month, and 31 percent consume craft beer at home” (Technomic).
However, the heftiest demographic influence is age — “58 percent of craft beer drinkers are younger than 35” (XenoPsi). Among weekly craft drinkers, millennials try 5.1 different brands per month [and] 15 percent try 10-plus brands per month. Brewers need to offer a broad variety of beers to keep the consumer within your portfolio” (Nielsen Getting Inside the Mind of the Craft Consumer).
With the prevalence of such a younger, more tech-savvy age group, spending trends, brand loyalty and rationale for product purchase is also shifting. “74 percent of craft beer drinkers use mobile for a beer purchase before going to the store,” while 60.2 percent of craft beer purchasers who used mobile at the shelf used their smartphone to get information about a beer they were considering purchasing (XenoPsi). According to the Association of National Advertisers, “34 percent of millennial consumers respond positively to ‘When a brand uses social media, I like that brand more.’” (Barkley, SMG, BCG).
And, while being active online is important to this group, an even higher percentage (62.8 percent) base their decision on reading the labels on bottles or the package (XenoPsi), thus your packaging is the most relevant way to relay your message to the customer and convert to a sale.
With all of these factors in mind, being inclusive should be a part of your marketing plan as a means to reach out to the new generation of craft beer consumers.
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