Why do people drink . . . something different?

“Brew” Blog yesterday asked: “Why do People Drink Imports?

The blog and a related monthly magazine (download it at no charge) are from Miller Brewing, and Miller recently conducted research to understand why people pick up the imports they choose.

A lot to look at but here are a few bullet points suggesting how people choose their imports, and that they may have very different reasons.

Fun. Sometimes people want to celebrate a special occasion – and “special” can mean anything from a pick-up game to a party to a vacation – by paying a little more for a beer. During times like these, people tend to pick up brands such as Corona Extra, Foster’s or Modelo Especial.

Discernment. Some people want to seek out unique-tasting beers (think lambics) or beers that offer a distinct taste experience (hoppier beers). But the taste is the most important thing. For the more luxury inclined person, this could mean ordering a Chimay. Someone hanging out with friends in a beer garden on a sunny day might opt for a Pilsner Urquell.

Status. Green-bottled European lagers are the beers of choice for people seeking a badge that says they’re sophisticated and accomplished – or who just want a refreshing beer. Hence the number of green bottles at high-end lounges or restaurants. Beers for these settings include Heineken, Stella Artois and Peroni Nastro Azzurro.

You’ve probably already figured out what’s missing here. Craft beers, microbrews, whatever you call them. Mostly American, but also the imports that aren’t distributed by giant brewing companies.

Yep, we drink them for fun, discernment and, to be honest, status. Although that doesn’t have to come in a green bottle.

11 thoughts on “Why do people drink . . . something different?”

  1. I drink European lagers in green bottles for that sulfitey, skunky goodness. So yeah, that’s “taste” for me, but I guess that could be considered a badge of honor.

  2. Hope you aren’t implying that status isn’t a reason some drink “craft beer” (in quotes only to acknowledge that’s not easily defined).

  3. No Stan, just implying I don’t and reflecting on the rise of the green bottle due to Heineken’s “status.”

  4. Isn’t the whole reason that most American wheats and American blonds exist for status?

    We might be moving too far from the original conversation but I would call Three Floyds Gumballhead a beer of conviction. I suppose there is also status in drinking it.

  5. “You’ve probably already figured out what’s missing here. Craft beers, microbrews, whatever you call them. Mostly American, but also the imports that aren’t distributed by giant brewing companies.”

    Well, they’re not “missing”, because they’re not what the article is about. You made the point for their exclusion the other day, when you noted that 96% of the beer brewed in the US came from a handful of companies, while the rest came from 1400 or so.

    Miller may well be interested in why certain folks turn to American microbrews or their imported counterparts, but the strategies for addressing a correspondingly smaller population whose drinking patterns involve drinking dozens of different brews in a given year would likely be very different than those directed at folks who leave Lite for Corona or Heinecken. And really, if you fish where the fish are, to paraphrase another of your posts, it makes more economic sense for them to examine who drinks Stella and learn their reasons for doing so.

    I’m starting to think that what the big companies can learn from micro drinkers is that people can appreciate different styles, so when American versions of wheat beers took off, Coors took a flyer with Blue Moon that worked. AB is testing this with the expanded Michelob line. But they’re not going to try to convince the (relatively) few folks who regularly try dozens of different brews to stick with them… because they’re not that stupid. They’ll maybe figure out better ways to distribute micros, or continue to buy into regional breweries, but they know they can’t get the folks who crave variety except through secondary means (distribution). The drinking habits of said folks — us — will be studied to predict trends, but we’re not a concern to Miller in terms of a business threat. We’re what they’ll use if they want to try to market a new style — that is, if we’re sticking with high strength IPAs and stouts, maybe Leinenkugel’s regional Big Eddy efforts become a Miller limited edition national effort pitched to the folks described in the article above.

  6. Bill – Were I consistent blogging would not be nearly as much fun.

    But well put.

    I guess my question should be rather than why people drink “something different” why they drink something specific.

  7. Good god. Fosters?

    Yes, the same mentality exists here. The good thing though is it makes cool American brews cool for the non-discerning too. Now if only Brooklyn would pick up on that and carpet-bomb central London with marketing. I think beer snobs and lager boys could come to a beautiful friendship over it.

  8. Hope you aren’t implying that status isn’t a reason some drink “craft beer”

    I got lost in the stacking of negatives here…I am getting old and have had two craft beers…please forgive me!

  9. “I am getting old and have had two craft beers…please forgive me!”

    Can’t forgive you if you admit to only drinking the craft beer to garner the esteem of your peers and impress the ladies. 😉

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