Super Bowl beer choice? More emotional than taste.
Tom Dougherty, CEO – Stealing Share
6 February 2010
The art of choosing the beer for your Super Bowl party
Standing in the beer aisle at your local grocery can be overwhelming. For many of us, that is a good thing. There are a plethora of choices: Microbrews, the mass-market beers; lagers, ales and even hybrid beers. Foreign or domestic. Talk about 99 brands of beer on the wall. (Some of us like less choices.)
The majority of beer drinkers in the world will tell you that they drink (insert beer brand here) because it tastes good. Great taste in beer is what’s expected. Great taste is what makes you a repeat customer. But if you believe that people buy beer because of great taste, then we have a dilemma on our hands for first time purchasers of a new brand of beer. You have to buy it to try it.
So again the question remains, how do you choose a new beer, especially if you are choosing for others? At an elementary level, it seems to be who has the best artwork, beer name or logo, color of packaging, shape of bottle. Or is it something so basic as the beer you can reach on the shelf or the beer you can afford? In a sea of choices, what makes you zero in on the one six-pack you ultimately purchase when you can’t drink it before you buy it?
Your emotion makes the decision. Emotion always does.
Emotion sees the brand of beer that best defines you. Who you are or who you become when you hold this cold bottle or can of brew. Or, what becomes even more difficult, is deciding what brand of beer best reflects the others you are buying for. Yet, we do that all time: Figure out the brandface the ones I am buying for so I can be rewarded for making the right choice. Take one of the most popular microbrews out there, one we at Stealing Share are very familiar with: Fat Tire, brewed by New Belgium Brewing in Colorado. Its bottle image of a bike leaning against a tree takes you back to a simpler time without Blackberrys and iPhones. “Follow Your Folly” is the brandface. It’s the emotional connection to something real that makes those who drink it remain loyal to it. And it’s the reason why Fat Tire is so quickly chosen when it first enters a market. How do you choose a new beer for your Super Bowl party? See which ones reflect the emotional aspirations of your Super Bowl-watching cohorts emotionally, and you’ll see it’s not all about the taste.
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