Wednesday, November 04, 2009

Excuse me, your beer is showing

An article in AdAge this week claims, "What Your Taste in Beer Says About You:
How Choice of Brew Relates to Personality, Politics and Purchases."

Being a marketing/advertising/stats nerd as well as a beer nerd means that I read it with a grain of salt and still think they nailed it. This is what marketers are looking at when they craft their messages. Who do they think you are? What are they saying to you? How does that make YOU feel? ;)

My favorite part of the article, of course, is this, because it is the most flattering to me. And because I DO love the Dos Equis campaign:

People who drink a broad portfolio of beers are different than one-brand drinkers as well. Those "indifferent" beer drinkers are more open-minded and emotional people who enjoy a variety of life experiences. Mr. Durant pointed out that they might be the types of people who would identify with a marketing campaign like that of Dos Equis: "I don't always drink beer, but when I do, I prefer Dos Equis."

And that is the point of the research, of course -- it's not just all fun and drinking games, but it comes with marketing lessons, Mr. Durant said. For instance, there are a lot of Bud Light drinkers in general, but there is a big difference between the ones who also drink only other domestic beers such as Coors Light and Miller Light, and ones who also prefer craft and import beers.