To be sure, beer is the dominant alcoholic drink among liquors. But despite a growing population of legal-age drinkers, spirits sales grew by 3% in 2003 while beer sales slipped by nearly 1%, according to Impact Databank (2004). With this concern, this is doubly difficult for beer companies because getting in front of consumers when theyre young can shape habits for a lifetime. And out-on-the-town young adults drink more than older consumers whove slowed down. Bigger bar banners and broadcast TV buys arent enough to reverse this trend. The new drinkers media consumption is more fragmented than that of their forebears, and theyre tougher to reach. Also, marketers must be careful not to use media or imagery that could skew towards under 21 age group.
For instance, Coors Brewing Co. drew criticism for a tie-in with PG-13 rated "Scary Movie 3." Coors had expected the film to be rated R, like its two predecessors Marketers are trying to be more creative with on-premise promotions and choosing which media to use for ads. A classic example is Sidney Frank Importing Co. s "Jager Girls" who show up at bars and press shots of Jagermeister liquuor on patrons (Arndofer, 2004). The key to building a brand is to understand what consumers need from it, then to encourage those specific thoughts among them.
The methods of doing this are diverse. There are specific target audience, preferences, and of course the price. Recently, consumers have also been concerned about calories they get in beer. Thus, beer brands have come up with light versions to answer the health-conscious consumers’ call. American consumers like choice. And, when it comes to beer, they get it.
The American beer drinker is in the enviable position of being able to pick and choose from the worlds finest beers, and having to travel no farther than the corner store to get them. Few societies can avail their consumers with this range of selection. Continued growth in both the light and import sectors drove the upswing in beer consumption. Introduced in the mid-1970s, light beers have become part of the American lifestyle. Consumers appeal for reduced calorie beverage options is expected to endure--in part due to ever-growing concern about waistlines--and beer marketers want a piece of the action.
Not only are the big domestic guys focusing on their light offerings but micros and imports are getting into the act too. Americans aspiration to
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