So now that we’ve identified the four types of beer consumers, let’s discuss how to cater to them. Previously, I talked about the correct number of taps you should have. Each of those style line-ups will cater to each type of consumer. If you only have 4 or less taps, you’ll need some bottled micro [...]
Part four in our series of the four types of beer drinkers, The Beer Activist. The Activist: Hates, absolutely hates the macro brands. Calls them “Yellow, fizzy, mass-produced beer that tastes like water”. They’ll drink water at a bar instead of a macro. They never miss an opportunity to tell anyone who will listen how [...]
Part three in our series, The Beer Enthusiast. The Beer Enthusiast – Enjoys the occasional macro brand, but it has to be from their premium/craft segment; Rickard’s, Creemore, Keith’s Colour, Moosehead… At the pub they will order these brands on draught if there are no micros on tap, but prefers something new or different. Keeps [...]
I get asked this more than I care to admit, so I thought I’d write something down. It’s going to be a long one, so get comfy. FULL DISCLOSURE: #1: I do a lot of work for a macro-brewery. My company mission is simple, “Increase draught beer sales volume through quality, education, and certification.” I [...]
