TARGET GROUPS OF THE BEER INDUSTRY
Main Consumers of Beer Products
Every product has a group that is labeled as it's main consumers. As shown in figure 1, the primary consumers of beer are males from the ages of 21-30. This age group annually consumes 58% of America's beer. The rest of America's beer is consumed by males in other age groups and females.
Figure 1. Main Consumers of Beer
Source: Primary
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Groups Targeted by Beer Industry Marketers
The target groups of the brewing industry vary slightly from the main
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consumers. The groups targeted by the major beer distributors and advertisers are males from the ages of 21-35. The age range of this group is slightly larger than that of the main consumers. This proves that the marketing techniques aimed toward the target groups works and is widely successful. Steve Carter, Anheuser-Busch (Burlington, NC branch) Sales and Marketing Manager, says that "all efforts to sell must be made to these target groups. We must point out certain attributes of our products that will satisfy the customers wants. We have to make our product positively different from the others.
THE PREFERRED ADVERTISING MEDIA
Advertisements on Television
Advertising through television is the most popular way to market beer products. Television commercials have become the most widespread way to get a new beer product out to th ...