Sharing a beer

Beer is more than just a drink ...

Yes, of course you drink it ... But more than quenching your thirsty, you probably use to share a beer with a friend, a colleague, or a relative. Moments of beer consumption are moments of conviviality: a social instant.

Talking about conviviality is talking about a group.

Talking about a group is talking about every kind of groups sharing one common interest: Nationality, sex, age range, socio-economic category, but also groups sharing the same activity like sport, music, party,  ... without forgetting typical group of people sharing a beer and watching a match on TV!

Beer brands have properly understood this notion of groups and marketing campaigns use them to specially address their products to social instants: Match on TV, party with friends,  ...

 Budweiser - Wasssup (What's up?)

Here is an example of young friends' community who are sharing lifestyle and of course the same beer. Bud shares instants of their life: watching a match, working on computer, ... 
 

Heineken - Fridge

In that video, Heineken addresses community of active workers, probably having dinner together during the week-end, introducing their new house/flat to their friends. 

Women are impressed by the new dressing, whereas men are amazed by this incredible enormous fridge ... full of beer !  

Higher range of social community (versus Budweiser), 30+ years old, and men are targeted here. Fashionable women like trendy shoes and clothes ... and their husbands like Heineken ! 

Foster - Pizza/Match

This picture can be seen as the typical men's beer consumption, at home, eating pizza, watching a match. I guess you do not invite a kangaroo everyday at home, however Foster  clearly affirms its origins here. 

On one side, the brand focuses its market target on its own country. What is better than drinking Australian, if you support the national rugby team - the Wallabies !? 

Moreover, on other side, drinking a beer of a foreign country is also a way of travelling from home, and Australia remains a wonderful country to visit for most people.  
Being Australian or dreaming of Australian lifestyle, and moreover if you are fan of sports on TV, Foster welcomes you in its community.

Today’s figures point:
If we have a look on beer production, according to http://www.brewersofeurope.org, we can observe that beer production is decreasing in Europe mainly due to the decreasing of consumption.
Germany is from far the biggest country producer of beer in Europe.

About Beer Market

Hi everybody !

Today is D-day: We are writing our first article on your favorite drink: BEER of course!

What we are going to talk about in this blog is the way the beer consumer is acting/reacting during his purchase and consumption processes. Thanks to this first analysis, we could study the various brand strategies in order to seduce the consumer. To manage your “beer-culture”, we will post a “figures point” at the end of each article.

And don’t worry, we’ll have fun enjoying the world-top beer advertisements for your great pleasure, so don’t hesitate to come and read us regularly!

Thousands of beer brands are present on the market worldwide, enough to satisfy everybody although tradition and innovation are key-points in this market.

There is not ONE profile of beer consumer, even if clichés tends to associate beer with men, women are more and more likely to drink a fresh beer from time to time.

 

Beer is an affordable product which is bought with low-involvement and from once a year to three times per week (Oh yes, I’m pretty sure that some of you will identify themselves, don’t be ashamed!). Actually, 60% of beer-consumption is at home and you well-imagine that the 40% remaining is when you drink one at the restaurant, the pub or the little bar around the corner. It is not the same price, but always the same pleasure.

To come back to the clichés, beer is also often associated with men watching football with their pizzas and their beers… YES, it happens! But not every time and not for every man dear ladies! Beer consumption goes from drinking a fresh beer alone when you come back home after work to Saturday evening with all your friends including this moment when you are so hot that you cannot resist, with your colleagues, with your father/son, at the edge of the swimming-pool on a sunny afternoon, etc., etc., etc., etc…  

(Actually, you could comment and tell us YOUR perfect moment to drink a beer)

We said above that tradition and innovation were key-factors. Indeed, some beer consumers love to taste traditional/handmade beers which are not commercialized in hypermarkets, in specialized pubs or even better at the brewer’s. But famous brands tend to innovate in order to touch new/different targets. Concerning the latest trends that we can observe on the market we have beers without alcohol, fruit-flavored beers, beer barrels, and soon the dehydrated beer! Believe this or not but this concept has been created by an American company. (For the scepticals, I let you enjoy the video below which explains the process...)

 

http://tempsreel.nouvelobs.com/l-histoire-du-soir/20130820.OBS3747/belgique-la-biere-en-poudre-arrive-depuis-les-etats-unis.html

Today’s figures point: A little world tour of the annual consumption of beer per country and per capita. As you can see below, the big winners are the Czech with an average close to 160 liters/year/capita (only that!), followed by our Irish(2nd) and German(3rd) friends well-known for their « beer-drinking » abilities! Australian are not bad with 110 liters (4th). The United States are in the average with 80 liters and France is at the rear of the pack with hardly more than 30 liters/year.

http://commons.wikimedia.org/wiki/File:Map_of_world_by_beer_consumption.png

The birth of a new blog talking about beer !

Welcome stranger !
You are just reading the first article of a new blog decicated to beer market.
Our team is composed of 4 members - Jessica, Franck, Stephane and Vincent - who will try to make you discover beer brands ... differently! Grab a beer, sit down and read ...

http://discoverexcursionsblog.com/the-worlds-largest-festival-oktoberfest/