Fancy a beer? It is not all about the taste…

In France, according to an IFOP survey in 2012, 69% of people over 18 say they consume beer. With a total population of 49.8 million over 18, the potential market represents no less than 34.4 million people. Question is: what are the key drivers for these potential customers when choosing to have a beer? How can brands can manage to have them choosing their product over another one? These are the main points we will be focusing on today.

First of all, the major driver when it comes to drinking beer is the social meaning of this act. Indeed, people asked say that beer is convivial, great to share with colleagues and is ideal to take time at a terrace. Based on this information, brands have made big efforts to reinforce this image of conviviality.

Another thing about social meaning is the self-image a consumer has when drinking a beer. Depending on what type of beer you are drinking or on the occasion (after-work with colleagues, at home while watching TV…), you have a certain image of yourself. For example, Guinness is known for having a unique taste and colour. The image of a Guinness consumer is one of a strong and grown man who has a fine taste.

Then, the notion of pleasure is highly promoted. Since beer is a drink, people would tend to look for the best taste. That is why brands are largely promoting the greatness of their product’s taste. It can also be one way of positioning, especially with “Bières d’Abbaye” such as Grimbergen or Leffe.

Afterwards, the others drives are the packaging and more specifically the colour of the brand. These elements help consumer to make their choice quickly. Green is related to Heineken or Carlsberg, red is related to Kronenbourg, brown corresponds to “Bières d’Abbaye”… In terms of positioning, the choice of a colour or packaging really matters. For example, the Kronenbourg unscrewed cap is a major detail because it is easier to use than the other beers which require a bottle-opener.

Finally, humour and fun are highlighted when it comes to beer. Since this is a product with a positive and convivial image, brands use very largely humour in their ads. By doing that, they increase the positive image towards consumers and, with a very good and funny advert, a brand can become really trendy. The video that follows is a commercial made by Guinness. In this video, Guinness assumes its image of masculinity with humour:

Sources: 

http://www.ifop.com/media/poll/2064-1-study_file.pdf

http://www.insee.fr/fr/themes/detail.asp?ref_id=bilan-demo&reg_id=0&page=donnees-detaillees/bilan-demo/pop_age2.htm