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Why Craft Beer Drinkers are a Gateway to a Massive Market Opportunity
I don’t know about you, but when I think craft beer very specific and detailed images come to my head – of both the product and types of people drinking it.
Fundamentally, we are different, both in terms of what we expect from our product of choice and how view ourselves. This is great, and it is what has fostered such a unique, large and prosperous industry. Without these beer evangelists, multi-national conglomerates would have continued to have monopolistic control of a massive market which they exploited by continuing to offer terrible product.
One thing which has never remediated in my mind is consideration of who we/these people become between times of consumption. If we are to assume that the majority of hardcore craft beer enthusiasts consume their favourite beverage at the weekends, who do they become during the week?
Their passion for the higher quality, better taste and differentiation of craft beer over the high production, low quality, market leading alternative is crystal clear. Their support for a more expensive product because of its superiority is certain. Yet during the week it seems they regress to the mean and consume the same mass-market garbage as everyone else.
