Ik kwam op internet wat informatie tegen over bier... biermarketing...
Zelfs bureau's zoals Deloitte hebben aandacht voor bier.
Er is genoeg te vinden over biermarketing:
Forbes “10 New Findings About The Millennial Consumer” with data collected by Elite Daily, the voice of Generation Y
Association of National Advertisers, Barkley, SMG, BCG
Nielsen Getting Inside the Mind of the Craft Consumer 7/23/15
monitoringthefuture.org
What’s your Health Survey, Aetna 2013
(www.brewersassociation.org/communicating-craft/6-characteristics-of-millennial-beer-drinkers-you-need-to-know/)
Craft Brewers: This Is What Your Customers Want
If the craft alcoholic beverage sector is to continue its rapid growth, it's the mass audience that will be driving sales. And at this point, the craft’s fastest-growing audience is the masses of Millennials (people born between the early 1980s and early 2000s). Highly individualized and independent, America’s young adults have both the group-conscience to want to change the world for the better and the self-assuredness to believe they know how to do it.
The current surge in demand for craft directly aligns with the rising number of Millennials reaching legal drinking age. Members of this generation’s peak birth year turned 25 years old in 2014. Craft beverages reflect their particular preference for local, environmentally sustainable products, and while these beverages may cost a little more, they're affordable luxuries that reflect this generation’s idea of sophistication and education. Enough of this generation is happy to pay a bit more to drink something they believe is special to shift the whole market upscale. If that preference becomes a habit, craft will become the main event in alcoholic beverages.
(www.entrepreneur.com/article/246092).
6 CHARACTERISTICS OF MILLENNIAL BEER DRINKERS YOU NEED TO KNOW
6 Things You Need to Know about Millennials and Craft Beer
As brewers and distributors, we all seek to appeal to the millennials, who make up about 25 percent of the total U.S. population and the entirety of the coveted 21-35 year-old beer drinkers segment.
Millennials, also known as Generation Y, include those who were born in the 1980s through the early 2000s. They have spent their entire lives with access to the Internet and a smartphone in their pocket, and they have developed a new set of criteria to determine products they support.
Traditional advertising is often viewed as spin and inauthentic by millennials, so brands are hard at work finding new ways to speak to these consumers. Here are six facts your craft beer business should know about connecting with millennials.
1. Millennials define craft as small, independent, high quality and local.
Top three terms associated with “craft”: “small independent company”; “small batch production”; and “handcrafted.”
Reasons for drinking more craft: better quality, more variety, consistent availability on-premise, more flavor options and more seasonal offerings; on draught, price and complements food are other key criteria.
“Locally made” continues to gain importance to craft beer millennials.
2. Millennials connect digitally with friends and companies.
Millennials increasingly turn to their social media network to guide purchasing decisions: 34 percent of consumers respond positively to “When a brand uses social media, I like that brand more.”
Recommendations from family and friends are the number one deciding factor when making purchasing decision (social media, word of mouth).
62 percent of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer.
They want to co-create products with companies; 42 percent are interested in helping companies develop future products and services.
3. Millennials seek strong value, not always lower cost.
Millennials have less disposable income due to lower employment, reduced income and increased student loan debt.
Flavor (99 percent) and freshness (94 percent) are the top two factors when choosing a craft beer to purchase.
Craft beer is viewed as an affordable luxury.
4. Millennials value experiences over physical products.
Many are delaying commitments such as house purchase, marriage, kids until later in life.
Instead of recognizing a brand by a name or a logo, millennials find true value in the experiences they co-create with the brand.
61 percent of females 21-34 drink craft beer with food more now that a couple years ago.
Millennials love brands that support their local communities and would rather purchase from them than competitors: 75 percent said it’s important a company gives back to society instead of just making a profit.
5. Millennials live an active, healthy and balanced lifestyle.
61 percent of weekly craft drinkers say they always or often drink craft beer with food.
Active lifestyle: Health is becoming more important (i.e., eating right, exercising, not falling sick, maintaining healthy weight).
6. Millennials are adventurous.
More than 69 percent of millennials consider themselves adventurous. They are loyal to brands that provide experiences they cannot get in their everyday lives.3
Millennial males purchase a craft brand that they have never heard of or seen advertised 47 percent of the time.
Among weekly craft drinkers, millennials try 5.1 different brands per month. 15 percent try 10 plus brands per month. Brewers need to offer a broad variety of beers to keep the consumer within your portfolio.
(www.brewersassociation.org/communicating-craft/6-characteristics-of-millennial-beer-drinkers-you-need-to-know/)
At the current inflection point, craft consumers are still identifiable. They crave novelty and will pay a premium to be surprised and delighted with what's in their glass. When it comes to beer, the failure of traditional brands to inspire is fairly universal. With spirits, it's less about being offended by what has been on offer from large producers and more of an eagerness to discover something new. Hard cider customers are discovering a whole new category, which female drinkers are particularly pleased is lower-calorie than beer or wine and gluten-free.
Craft consumers know when they find what they're looking for and have favorites, but that doesn’t stop them from continuing to explore new craft offerings. While some are seeking the rare and elusive, craft consumers have enough of the pub crawler in them to offset the snobbishness of drinking a “better” beer (www.entrepreneur.com/article/246092).
The craft drinker wants to feel a connection to what's in their glass, says Christian McMahan, a principal in Smartfish, a Connecticut-based marketing firm specializing in craft beverages. Speaking to Brewbound in December, he told new brewers to tell their personal stories to consumers. “Authenticity matters” to Millennial drinkers, McMahan says. They'll drop a product that makes them feel manipulated by false hype.
The craft drinker knows more about what they drink than noncraft drinkers, according to surveys by market research firm IBISWorld. They're health-conscious consumers choosing higher-quality beverages. And they tend to do most of their drinking at home (www.entrepreneur.com/article/246092).
Craft shoppers know what they like, says David Hayslette, a marketing strategist with MeadWestVaco packaging suppliers, whose research shows that 73 percent of craft consumers say they usually know what beer they're looking for when they enter a store. Yet they're extremely open to discovery, he says, noting that 64 percent say they buy something new after reading the craft packaging. On average, craft shoppers spend four and a half minutes reading beer labels. This compares with 30 seconds spent by the average Anheuser-Busch or MillerCoors customer (www.entrepreneur.com/article/246092).
Zelfs bureau's zoals Deloitte hebben aandacht voor bier.
Er is genoeg te vinden over biermarketing:
Forbes “10 New Findings About The Millennial Consumer” with data collected by Elite Daily, the voice of Generation Y
Association of National Advertisers, Barkley, SMG, BCG
Nielsen Getting Inside the Mind of the Craft Consumer 7/23/15
monitoringthefuture.org
What’s your Health Survey, Aetna 2013
(www.brewersassociation.org/communicating-craft/6-characteristics-of-millennial-beer-drinkers-you-need-to-know/)
Craft Brewers: This Is What Your Customers Want
If the craft alcoholic beverage sector is to continue its rapid growth, it's the mass audience that will be driving sales. And at this point, the craft’s fastest-growing audience is the masses of Millennials (people born between the early 1980s and early 2000s). Highly individualized and independent, America’s young adults have both the group-conscience to want to change the world for the better and the self-assuredness to believe they know how to do it.
The current surge in demand for craft directly aligns with the rising number of Millennials reaching legal drinking age. Members of this generation’s peak birth year turned 25 years old in 2014. Craft beverages reflect their particular preference for local, environmentally sustainable products, and while these beverages may cost a little more, they're affordable luxuries that reflect this generation’s idea of sophistication and education. Enough of this generation is happy to pay a bit more to drink something they believe is special to shift the whole market upscale. If that preference becomes a habit, craft will become the main event in alcoholic beverages.
(www.entrepreneur.com/article/246092).
6 CHARACTERISTICS OF MILLENNIAL BEER DRINKERS YOU NEED TO KNOW
6 Things You Need to Know about Millennials and Craft Beer
As brewers and distributors, we all seek to appeal to the millennials, who make up about 25 percent of the total U.S. population and the entirety of the coveted 21-35 year-old beer drinkers segment.
Millennials, also known as Generation Y, include those who were born in the 1980s through the early 2000s. They have spent their entire lives with access to the Internet and a smartphone in their pocket, and they have developed a new set of criteria to determine products they support.
Traditional advertising is often viewed as spin and inauthentic by millennials, so brands are hard at work finding new ways to speak to these consumers. Here are six facts your craft beer business should know about connecting with millennials.
1. Millennials define craft as small, independent, high quality and local.
Top three terms associated with “craft”: “small independent company”; “small batch production”; and “handcrafted.”
Reasons for drinking more craft: better quality, more variety, consistent availability on-premise, more flavor options and more seasonal offerings; on draught, price and complements food are other key criteria.
“Locally made” continues to gain importance to craft beer millennials.
2. Millennials connect digitally with friends and companies.
Millennials increasingly turn to their social media network to guide purchasing decisions: 34 percent of consumers respond positively to “When a brand uses social media, I like that brand more.”
Recommendations from family and friends are the number one deciding factor when making purchasing decision (social media, word of mouth).
62 percent of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer.
They want to co-create products with companies; 42 percent are interested in helping companies develop future products and services.
3. Millennials seek strong value, not always lower cost.
Millennials have less disposable income due to lower employment, reduced income and increased student loan debt.
Flavor (99 percent) and freshness (94 percent) are the top two factors when choosing a craft beer to purchase.
Craft beer is viewed as an affordable luxury.
4. Millennials value experiences over physical products.
Many are delaying commitments such as house purchase, marriage, kids until later in life.
Instead of recognizing a brand by a name or a logo, millennials find true value in the experiences they co-create with the brand.
61 percent of females 21-34 drink craft beer with food more now that a couple years ago.
Millennials love brands that support their local communities and would rather purchase from them than competitors: 75 percent said it’s important a company gives back to society instead of just making a profit.
5. Millennials live an active, healthy and balanced lifestyle.
61 percent of weekly craft drinkers say they always or often drink craft beer with food.
Active lifestyle: Health is becoming more important (i.e., eating right, exercising, not falling sick, maintaining healthy weight).
6. Millennials are adventurous.
More than 69 percent of millennials consider themselves adventurous. They are loyal to brands that provide experiences they cannot get in their everyday lives.3
Millennial males purchase a craft brand that they have never heard of or seen advertised 47 percent of the time.
Among weekly craft drinkers, millennials try 5.1 different brands per month. 15 percent try 10 plus brands per month. Brewers need to offer a broad variety of beers to keep the consumer within your portfolio.
(www.brewersassociation.org/communicating-craft/6-characteristics-of-millennial-beer-drinkers-you-need-to-know/)
At the current inflection point, craft consumers are still identifiable. They crave novelty and will pay a premium to be surprised and delighted with what's in their glass. When it comes to beer, the failure of traditional brands to inspire is fairly universal. With spirits, it's less about being offended by what has been on offer from large producers and more of an eagerness to discover something new. Hard cider customers are discovering a whole new category, which female drinkers are particularly pleased is lower-calorie than beer or wine and gluten-free.
Craft consumers know when they find what they're looking for and have favorites, but that doesn’t stop them from continuing to explore new craft offerings. While some are seeking the rare and elusive, craft consumers have enough of the pub crawler in them to offset the snobbishness of drinking a “better” beer (www.entrepreneur.com/article/246092).
The craft drinker wants to feel a connection to what's in their glass, says Christian McMahan, a principal in Smartfish, a Connecticut-based marketing firm specializing in craft beverages. Speaking to Brewbound in December, he told new brewers to tell their personal stories to consumers. “Authenticity matters” to Millennial drinkers, McMahan says. They'll drop a product that makes them feel manipulated by false hype.
The craft drinker knows more about what they drink than noncraft drinkers, according to surveys by market research firm IBISWorld. They're health-conscious consumers choosing higher-quality beverages. And they tend to do most of their drinking at home (www.entrepreneur.com/article/246092).
Craft shoppers know what they like, says David Hayslette, a marketing strategist with MeadWestVaco packaging suppliers, whose research shows that 73 percent of craft consumers say they usually know what beer they're looking for when they enter a store. Yet they're extremely open to discovery, he says, noting that 64 percent say they buy something new after reading the craft packaging. On average, craft shoppers spend four and a half minutes reading beer labels. This compares with 30 seconds spent by the average Anheuser-Busch or MillerCoors customer (www.entrepreneur.com/article/246092).