Beer Consumers Decision-Making Case Study Example | Topics and Well Written Essays - 2000 words

Beer Consumers Decision-Making - Case Study Example 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 they're young can shape habits for a lifetime. And out-on-the-town young adults drink more than older consumers who've slowed down. Bigger bar banners and broadcast TV buys aren't enough to reverse this trend. The new drinkers' media consumption is more fragmented than that of their forebears, and they're 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 liquor 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 the specific target audience, preferences, and of course the price. Recently, consumers have also been concerned about calories they get in a beer.