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.