Comments on: The next generation of drinkers http://appellationbeer.com/blog/the-next-generation-of-drinkers/ Sat, 11 Feb 2012 03:38:58 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Brian http://appellationbeer.com/blog/the-next-generation-of-drinkers/comment-page-1/#comment-1782 Brian Fri, 10 Nov 2006 13:17:02 +0000 http://appellationbeer.com/blog/the-next-generation-of-drinkers/#comment-1782 Well, I guess technically I am a "next generation" drinker... and I love craft beers, and will exclusively drink them, if I am not drinking my own homebrews. Maybe one of the problems is that of distribution. There were many fine craftbrews available where I used to live, but I have come to find out that it can be very difficult to get it distrubuted outside the general area it was brewed (for example West Coast to East Coast). This being said, I think many people only have a limited selection. So at best they will get Sam Adams or something (which I do not consider super great)... and is probably not worth the mark-up that some sellers give it. So... then the old standbys get bought. Personally advertising does not affect me one bit, it is mostly word-of-mouth that gets me trying new things (or the tasters at the local brewpub). cheers! Well, I guess technically I am a “next generation” drinker… and I love craft beers, and will exclusively drink them, if I am not drinking my own homebrews.

Maybe one of the problems is that of distribution. There were many fine craftbrews available where I used to live, but I have come to find out that it can be very difficult to get it distrubuted outside the general area it was brewed (for example West Coast to East Coast). This being said, I think many people only have a limited selection. So at best they will get Sam Adams or something (which I do not consider super great)… and is probably not worth the mark-up that some sellers give it. So… then the old standbys get bought.

Personally advertising does not affect me one bit, it is mostly word-of-mouth that gets me trying new things (or the tasters at the local brewpub).

cheers!

]]> By: Stan Hieronymus http://appellationbeer.com/blog/the-next-generation-of-drinkers/comment-page-1/#comment-1757 Stan Hieronymus Wed, 08 Nov 2006 15:53:44 +0000 http://appellationbeer.com/blog/the-next-generation-of-drinkers/#comment-1757 We all know that most of the next generation of beer drinkers is still going to drink light-colored lagers. I sure wouldn't want to be the marketing guy at those large companies dedicated to reaching that mass audience and at the same time offering a more intelligent message - or at least one that is not offensive- to those willing to spend more for beer. I pause to remember that Sierra Nevada and New Belgium - the two largest ale brewers in American history - are tiny in that world. That allows them to "get away" with a lot more. “I think ourselves and the other (craft) breweries tend to defy demographics,” NBB's Greg Owsley said (in a story I wrote for New Brewer magazine). “There is no set age group for our beers.” The lesson could just be that messages that work for 55-year-old customers also work for those in their 20s. If Boomers are wise to marketing after years of advertising, then Gen Xers and Baby Boomers are downright cynical. “If the overall trend holds that consumers will be more investigative. . . . That makes them perfect consumers for us,” Owlsey said. Goodness, now my own comments are longer than a post and I'm quoting myself. Not sure that's the way blogs are supposed to work. We all know that most of the next generation of beer drinkers is still going to drink light-colored lagers.

I sure wouldn’t want to be the marketing guy at those large companies dedicated to reaching that mass audience and at the same time offering a more intelligent message – or at least one that is not offensive- to those willing to spend more for beer.

I pause to remember that Sierra Nevada and New Belgium – the two largest ale brewers in American history – are tiny in that world. That allows them to “get away” with a lot more.

“I think ourselves and the other (craft) breweries tend to defy demographics,” NBB’s Greg Owsley said (in a story I wrote for New Brewer magazine). “There is no set age group for our beers.”

The lesson could just be that messages that work for 55-year-old customers also work for those in their 20s. If Boomers are wise to marketing after years of advertising, then Gen Xers and Baby Boomers are downright cynical. “If the overall trend holds that consumers will be more investigative. . . . That makes them perfect consumers for us,” Owlsey said.

Goodness, now my own comments are longer than a post and I’m quoting myself. Not sure that’s the way blogs are supposed to work.

]]> By: Steve Beaumont http://appellationbeer.com/blog/the-next-generation-of-drinkers/comment-page-1/#comment-1756 Steve Beaumont Wed, 08 Nov 2006 14:08:33 +0000 http://appellationbeer.com/blog/the-next-generation-of-drinkers/#comment-1756 Agreed, Stan. But in his dismissal of sophomoric beer ads, I am forced to wonder if Kaumil Gajrawala has considered the publishing success story of the last two decades, namely Maxim Magazine, FHM et al. It simply doesn't get more sophomoric that these mags, and that's the market Bud, Miller and Coors are after. Agreed, Stan. But in his dismissal of sophomoric beer ads, I am forced to wonder if Kaumil Gajrawala has considered the publishing success story of the last two decades, namely Maxim Magazine, FHM et al. It simply doesn’t get more sophomoric that these mags, and that’s the market Bud, Miller and Coors are after.

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