DIALOG 1. AUGUST, 2019
WHAT’S HAPPENING
TO BEER?By the Beer Chasers
Beer has always been about personal choice: Are you a lager or an ale drinker, or do you define yourself through the strength of a dark stout? Your answer has always had a lot to say about who you are, and drinkers often remain loyal to a style or even a brand from youth to maturity.
BEER DRINKERS
ARE CHANGING
In a world that is increasingly brand driven, where, what you wear, drive, eat, go to, watch, think, all create a persona that is becoming daily more visible, choices matter. We live in a statement society where, more than ever, our choices define who we are.
DRINKERS ARE ALL EXPERTS?
You don’t have to be a genius to understand beer. Everyone knows what they like and, more to the point, they know why they like it. We all know the difference between a Lager, a Pilsener and a Weiss Beer, or, at least we say we do; the truth is, in blind tests, most people don’t.
WE ALL LOVE A STORY
It’s in our culture and we are hard-wired to live our story. That’s how we make sense of our world. We are all looking for the next story that will help to define us… Harley, Man U, AC/DC, Bombers, Mitchell Starc, Fat Yak; what’s your story?
WHAT IS BEER DOING ABOUT IT?
In this new, connected world, you can’t hide behind a brand. Brands that don’t have a story to tell get lost in the babble. Those that do, that find the magic formula of a story that clicks and an image that sticks in the mind of the customer will weather the trends.
THE MORE, THE LESS MERRY
The traditional beer market is breaking up, even while companies are merging, and more brands mean there’s a confusion of choices out there. It seems like every man and his dog has a beer brand idea that’s potentially the next big thing. So, how do marketers manage? The answer is, less is more. Be single-minded, keep it simple, know your customer, and stick to what they like.
A GOOD STORY IS
AS OLD AS TIME
The story of David and Goliath is one of the oldest in time, and it’s at the heart of more successes than you would imagine. No one’s interested in Goliath; the hero is David because he goes against the odds and wins. He had an idea that a pebble in the right place could win the day. This is true of all brands. Being big isn’t enough any longer; you have to be better because, if you are not, consumers can see the difference.
SO WHAT ARE YOU
DOING ABOUT IT?
If you have reached this point in our story, we are happy. We wanted to get your attention because we’d like to talk to you about beer. We know you are passionate about beer, and we are, too. We’ve had over thirty years’ experience in beer branding, and we are eager to share some of that knowledge with you. At the same time, we’d like to learn about your customers, their drinking habits, and lifestyle choices, and your brand. To learn more about our beer branding expertise, please click on the case studies below.
