Ethnic Beer Case Study

Effective Promotional Strategies For On And Off Trade Consumption

Publication Date	October 2007
Publisher	Datamonitor
Product Type	Report
Pages	7
ISBN Number	not applicable
Product Code	DAT08908

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Summary

Introduction

This report on ethnic beer forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on ethnic beer marketing strategies based on examples from Europe and the US, and highlights what influential factors are behind ethnic beer consumption.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

Catalyst
Summary
Analysis
- Ethnic beer: capitalizing on consumer responsiveness to ethnic drinks
- The growth of ethnic beer has emerged from the changing nature of the alcohol market
- Ethnic beer has features that distinguish it from continental beer
- on-trade consumption alcohol consumption is not declining because of migration
- Ethnic beer market development depends on establishing the right marketing mix
- Manufacturers need to establish a core audience before ethnic beer is targeted at a mass market
- Promotion needs to focus on establishing product identity via a strong story
- Ethnic beer is driven by local preference as opposed to the desire to "fit in"
- Choice is more of an influence then assimilation when determining beer preference
- Home country characteristics can influence willingness to experiment
- Ethnic beer appeals to domestic consumers who favor exclusiveness
- Further opportunities will emerge in both the on-trade and off-trade
- Analysis should focus on country characteristics and migration patterns
- Promoters of a high-premium product need to remember quality over quantity
- off-trade marketing needs to encourage buying through aligning food and drink.
Appendix
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
List of Figures
- Figure 1: Heineken are trying to persuade UK consumers to change the way they consume alcohol