1.
Craft
Beer:
Targeting
the
Female
Segment
Gennaro
Aliperti,
Bryan
Blick,
Joseph
Brad
Boggess,
Benjamin
Bolasny,
Miriam
Brownstone,
Dustin
Bryant
Research
Project
Marketing
9716
Professor
Dr.
Chugani
2. 1
Table
of
Contents
I.
Executive
Summary
2
II.
Introduction
3
III.
Research
Question
4
IV.
Methodology
5
Part
1:
In-‐Depth
Interviews
6
Part
2:
Conjoint
Analysis
7
V.
Major
Findings
11
Promotion
11
Product
12
VI.
Conclusions
and
Recommendations
13
VII.
Appendix
15
VIII.
Bibliography
21
IX.
Contributions
22
3. 2
I.
Executive
Summary
For
this
consumer
behavior
final
project,
the
objective
was
to
find
a
company
and
answer
a
specific
marketing
question.
We
decided
to
take
a
closer
look
at
craft
beer,
and
selected
the
brewery
of
our
team
member
Joseph
Boggess.
The
brewery
is
called
Underhill
Brewery,
and
is
hoping
to
launch
in
the
Fall
of
2016
in
New
York’s
Long
Island
City.
Like
for
any
establishment,
Underhill
Brewery
is
looking
for
ways
to
increase
its
competitive
advantage
and
maximize
its
profits.
We
began
the
project
by
conducting
literary
research,
which
showed
women
are
consuming
craft
beer
disproportionately
to
regular
beer.
To
explicate,
women
make
up
only
25%
of
the
consumers
of
regular
beer,
but
37%
of
craft
beer.
This
gave
us
our
basis
and
reason
to
delve
further
into
the
subject
of
the
female
segment
within
craft
beer.
We
hoped
to
find
out
why
this
cleft
exists,
and
how
we
could
capitalize
on
it.
We
defined
our
target
market
as
upper
middle
class,
well
educated,
young,
working
professional
women
in
the
New
York
City
metro
area,
aged
21-‐45.
Using
literary,
qualitative,
and
quantitative
research,
we
have
been
able
to
identify
which
attributes
appeal
most
to
female
beer
drinkers,
and
how
Underhill
Brewery
could
and
should
use
this
information
to
capitalize
on
this
target
segment.
We
have
combined
knowledge
about
both
product
and
promotion
to
create
the
perfect
craft
beer
and
how
to
bring
it
to
the
market
and
target
segment.
4. 3
II.
Introduction
In
late
2016,
Underhill
Brewery
is
expecting
to
open
its
doors
to
the
public.
Underhill
Farm
Brewery
will
be
a
Long
Island
City
brewpub
serving
high-‐quality
beer
and
food
through
locally-‐
sourced
ingredients.
The
brewery
aspires
to
be
a
unique
venue
where
customers
can
experience
fresh
and
full-‐flavored
ales,
participate
in
the
beer
brewing
process,
and
taste
what
New
York
State
farms
have
to
offer.
The
venture
will
be
a
brewery
and
a
restaurant
all
in
one
space.
The
“brewery
side”
will
exist
in
the
kitchen
(stripped
out
of
traditional
cooking
equipment)
with
the
beer
produced
within.
The
“restaurant
side”
will
focus
on
selling
the
food
and
drink,
with
the
food
prep
area
in
the
basement.
The
model
is
based
on
high
foot
traffic,
retail
sales
as
opposed
to
wholesale,
fresh
artisanal
beer,
and
farm-‐to-‐table
ideals.
To
best
take
on
the
problem
and
analysis
to
come,
it’s
important
to
understand
three
concepts:
1.
Craft
beer,
also
known
as
microbrew
beer,
refers
to
the
segment
of
fully
flavored,
artisan-‐
style
beers
made
by
U.S.
brewers.
Craft
beers
are
available
with
a
variety
of
ingredients,
styles,
and
packaging
that
reflect
their
often
hand-‐crafted
origins.
Varieties
are
typically
associated
with
small
independent
local
or
regional
brewers.
The
styles
and
positioning
characterized
by
craft
beer
are
in
opposition
to
the
larger
brewing
corporations
including
Anheuser-‐Busch
InBev
and
MillerCoors,
who
are
often
defined
as
macrobreweries.
2.
The
beer/brewing
industry
is
still
dominated
by
these
macrobreweries,
which
account
for
almost
90%
of
the
market.
But
even
as
breweries
such
as
InBev
and
SABMiller
sales
steadily
decrease,
Craft
Beer
sales
rise
every
year.
According
to
the
Brewer’s
Association,
Craft
Beer
5. 4
growth
exceeded
13%
by
volume
and
15%
by
dollars
from
2008
to
2013.
Year
after
year,
the
growth
rate
increases
(2013
grew
by
18%
over
2012).
The
2012
Mintel
report
on
Craft
Beer
suggests
that
sales
will
have
tripled
from
2007
to
2017.1
Microbrewing
is
eating
away
at
the
macrobrewery
market
share
as
more
and
more
customers
switch
to
Craft
Beers.
3.
The
average
Craft
Beer
enthusiast
is
Caucasian,
male,
and
with
household
incomes
of
at
least
$50,000.
Most
are
between
the
ages
of
25
to
45,
but
the
younger
customers
(21
to
30)
are
rapidly
gaining
market
share.
Women
and
Hispanics
have
lately
gained
recognition
in
Craft
Beer
as
high-‐growth
consumers
as
well.
Underhill
will
provide
food,
drink,
and
a
full
brewery
experience.
However,
the
company’s
core
competency
is
Craft
Beer,
producing
full-‐flavored
beer
in-‐house.
As
such,
the
success
of
the
venture
lies
in
capturing
a
segment
of
the
NY
Craft
Beer
market.
While
Underhill
has
a
strong
strategy
for
capturing
these
traditional
Craft
Beer
customers,
the
company
acknowledges
that
it
does
not
have
a
strong
plan
for
reaching
women.
III.
Research
Question
There
is
little
data
or
research
on
marketing
beer
toward
women
specifically.
This
demographic,
until
recently,
has
been
dismissed:
women
do
not
really
drink
beer.
They
prefer
wine
or
mixed
drinks.
But
according
to
a
2013
Gallop
poll
on
the
alcohol
industry,
women
in
fact
represent
25%
of
all
beer
sales,
and
37%
of
all
Craft
Beer
sales.2
What
this
means
is
that
women
as
a
group
consume
much
less
beer
than
men,
yet
within
Craft
Beer,
they
consume
almost
as
much
as
men.
This
data
indicates
that
something
about
Craft
Beer
attracts
women
more
to
Craft
Beer
1
Kraushaar,
Amy,
Beer
-‐
US
-‐
January
2015,
Mintel,
January
2015
2
Mosbaugh,
Erin,
How
Craft
Beer
Fails
its
Female
Fan
Base,
First
We
Feast,
November
20,
2014
6. 5
than
the
average
man.
(We
are
not
stating
that
women
drink
more
Craft
Beer
than
mass-‐
produced
beer,
as
Craft
Beer
is
still
in
its
infancy
at
under
10%
of
total
beer
market).
For
Underhill,
this
data
is
quite
important.
As
the
venture
focuses
on
Craft
Beer
at
a
retail
level,
understanding
the
behavior
of
women
with
regards
to
Craft
Beer
will
be
crucial
in
creating
a
targeted
marketing
strategy
and
capturing
more
market
share.
“Marketers
may
have
opportunities
to
invest
more
in
targeting
women
for
their
true-‐/mass-‐craft
beer
brands,
since
their
usage
likelihood
isn’t
considerably
different
than
men.”3
Research
into
craft
beer’s
success
in
the
female
market
could
provide
valuable
insights
into
why
women
are
drinking
craft
beer
at
a
rate
similar
to
men.
This
research
project
aims
to
answer
the
two
following
questions:
What
are
the
attributes
of
Craft
Beer
that
are
attractive
to
women?
What
can
Underhill
Brewery
do
to
better
market
its
products
towards
women?
IV.
Methodology
The
research
project
was
broken
up
into
two
steps.
The
goal
for
Part
1
of
the
research
project
was
to
determine
certain
attitudes
and
behaviors
of
women
between
the
ages
of
22
and
45
surrounding
craft
beer.
More
specifically,
the
team
wanted
to
discover
which
attributes
of
craft
beer
are
important
to
women
and
why.
Analyzing
women’s
understanding
of
Craft
Beer
and
their
attitudes
and
behaviors
towards
the
product
was
the
key
to
finding
a
way
to
capitalize
on
this
market
segment.
The
information
would
help
us
prepare
for
the
second
part
of
the
project
3
Kraushaar,
Amy,
Beer
-‐
US
-‐
January
2015,
Mintel,
January
2015
7. 6
in
finding
out
the
essential
question:
How
should
Underhill
Brewery,
which
makes
Craft
Beer,
better
direct
its
marketing
efforts
toward
this
target
market?
Part
1:
In-‐Depth
Interviews
The
team
conducted
20
in-‐depth
interviews
with
women
between
the
ages
of
23
and
36.
Questions
revolved
around
basic
demographic
information
such
as
age
and
income,
non-‐
drinking
related
habits
such
as
profession
hobbies,
and
of
course
their
alcohol
consumption
such
as
drink
preference
and
reasoning
behind
it.
We
also
dove
into
some
marketing-‐related
questions,
in
order
to
see
if
this
was
even
a
conscious
issue
for
our
demographic.
A
full
list
of
the
questions
used
as
well
as
a
complete
look
at
the
major
findings
gathered
during
the
interviews
are
provided
in
the
appendix.
The
three
attributes
below
were
the
most
important
ones
to
focus
on
for
the
conjoint
analysis
in
Part
2:
a. Flavor
Do
women
want
a
sweet
or
bitter
beer?
Should
it
be
colorful
and
have
a
high
level
of
flavor
complexity
as
the
tongue’s
palette
absorbs
each
individually?
Or
should
it
be
straightforward
and
easily
readable
in
terms
of
taste?
Should
it
be
fruity,
citrusy,
and
aromatic
or
should
it
be
more
malty,
bready,
or
grainy?
8. 7
b. Fullness
Do
women
prefer
a
lighter
beer,
one
that
is
often
referred
to
as
a
summer
beer,
leaving
a
feeling
of
freshness?
Or
do
women
prefer
a
rounder
beer,
one
that
is
usually
heavy
and
more
filling?
c. Alcohol
by
volume
(ABV)
Is
the
level
of
alcohol
a
beer
has
import
to
female
beer
drinkers?
Do
they
prefer
beers
that
have
a
higher
or
lower
alcohol
percentage?
We
believe
that
most
craft
beer
drinkers
do
not
drink
for
the
purpose
of
getting
drunk
(it’s
more
efficient
to
drink
several
shots
of
hard
liquor).
What
is
the
preferred
ABV
of
female
craft
beer
drinkers?
Part
2:
Conjoint
Analysis:
Testing
the
Attributes
of
Craft
Beer
The
research
showed
that
female
beer
drinkers
(both
craft
and
non-‐craft)
and
non-‐beer
drinkers
alike
did
have
a
similar
palette
when
it
came
to
picking
a
drink
of
their
preference.
The
goal
for
Underhill
Brewery
would
be
to
create
beers
that
are
made
up
of
the
various
flavors,
types,
and
attributes
women
would
be
most
interested
in.
If
the
team
were
able
to
find
the
perfect
formulas
for
a
small
line
of
beers
(maybe
three
of
four
kinds),
the
brewery
could
win
over
an
entire
market
segment.
The
interviews
in
part
1
provided
much
insight
into
what
women
are
looking
for
in
Craft
Beer,
and
part
2
consisted
of
testing
these
findings.
9. 8
To
answer
the
second
question
about
what
attributes
our
beer
itself
should
have,
the
team
used
the
conjoint
analysis
method.
As
it
is
evident
that
the
team
could
not
actually
produce
a
myriad
of
different
kinds
of
beers,
we
relied
on
potential
consumers’
selections
of
what
beer
they
would
choose,
were
they
all
on
a
menu.
1. We
presented
respondents
with
several
product
options,
each
version
with
a
different
combination
of
attributes
(X’s).
2. Respondents
provided
overall
rating
(S’s)
for
each
of
these
product
options.
3. We
entered
attribute
values
(X’s)
and
ratings
of
product
options
(S’s)
into
conjoint
analysis
to
determine
attribute
preferences
and
how
much
respondents
care
about
each
attribute
relative
to
the
other
attributes
(W’s).
4. We
used
the
output
to
calculate
tradeoffs
between
attributes
if
desired.
In
order
to
quantify
our
findings,
we
decided
to
add
a
fourth
attribute,
namely
price,
into
the
mix,
to
create
a
total
of
16
different
kinds
of
beers:
Beer
Flavor
Fullness
ABV
Price
A
Citrusy/Fruity
Light
Low
(4%)
Low
($6)
B
Citrusy/Fruity
Light
Low
(4%)
High
($8)
C
Citrusy/Fruity
Full
Low
(4%)
Low
($6)
D
Citrusy/Fruity
Full
Low
(4%)
High
($8)
E
Malty/Bready
Light
Low
(4%)
Low
($6)
F
Malty/Bready
Light
Low
(4%)
High
($8)
G
Malty/Bready
Full
Low
(4%)
Low
($6)
H
Malty/Bready
Full
Low
(4%)
High
($8)
10. 9
I
Citrusy/Fruity
Light
High
(7%)
Low
($6)
J
Citrusy/Fruity
Light
High
(7%)
High
($8)
K
Citrusy/Fruity
Full
High
(7%)
Low
($6)
L
Citrusy/Fruity
Full
High
(7%)
High
($8)
M
Malty/Bready
Light
High
(7%)
Low
($6)
N
Malty/Bready
Light
High
(7%)
High
($8)
O
Malty/Bready
Full
High
(7%)
Low
($6)
P
Malty/Bready
Full
High
(7%)
High
($8)
We
realized
and
understood
that
16
such
similar
choices
and
questions
would
be
too
many
for
participants
to
answer
all,
assuming
they
would
get
tired
by
the
end
of
it
and
not
be
as
concentrated,
rendering
less
useful
responses.
Using
Qualitrics,
we
were
therefore
able
to
allow
each
participant
to
only
see
eight
of
the
sixteen
combinations.
For
each
participant,
both
which
eight
beers
are
shown
as
well
as
the
order
in
which
they
are
shown
will
be
random
and
equal.
For
clarification
purposes,
the
terms
ABV,
citrusy/fruity
taste,
malty/bready
taste,
light-‐
bodied,
and
full-‐bodied
will
all
come
with
a
short
description
in
order
to
help
participants
visualize
the
beers
as
much
as
possible.
Participants
will
be
asked
to
rate
the
likelihood
of
them
ordering
the
specific
beer
on
a
scale
of
1
-‐
9.
A
total
of
116
women
within
our
target
market
responded
to
this
survey
for
the
conjoint
analysis.
11. 10
The
below
is
an
example
of
one
of
the
beer
variations
provided
in
the
survey:
Imagine
you're
at
a
bar,
and
you
decide
to
try
a
new
beer.
The
beer
has
4%
ABV,
and
is
described
as
having
a
citrusy/fruity
taste
with
a
light
body.
The
beer
costs
$6.
Definitions:
ABV
-‐
Alcohol
by
Volume
Citrusy/Fruity
-‐
sweet
and
tart
with
orange
/
grapefruit
tones
Light
Body
-‐
highly
carbonated,
light
taste
How
likely
are
you
to
order
this
beer?
Note
The
founder
of
Underhill
will
be
eventually
creating
beers
that
will
test
some
of
these
scenarios.
While
they
are
beyond
the
scope
of
this
project,
Underhill
intends
to
create
8
distinct
beers
to
test
the
same
attributes
“in
reality.”
This
will
have
the
twofold
effect
of
creating
a
more
precise
test,
as
well
confirming
the
reliability
of
the
method.
If
the
results
are
the
same
for
both
the
conjoint
analysis
and
the
real
beers,
Underhill
will
feel
more
secure
in
using
such
a
method
in
the
future.
Defining
flavor
characteristics
with
words
is
a
limitation,
but
the
survey
itself
can
provide
valuable
information
for
marketing
purposes.
For
example,
malty/bready
may
not
be
clear
to
some
women,
and
alternative
descriptions
may
be
presented
or
uncovered
during
the
test.
if
that
is
the
case,
when
Underhill
provides
descriptions
of
the
various
beers,
the
brewery
will
be
able
to
provide
more
relevant
descriptors.
12. 11
V.
Major
Findings
of
Interviews
and
Conjoint
Analysis
Promotion:
Information
and
Education
About
Craft
Beer
Like
with
any
product,
it’s
important
to
have
an
audience
that
finds
you
interesting.
If
there
is
no
information
out
there,
though,
there
is
nothing
to
be
interested
in.
Our
findings
showed
that
information
about
craft
beer
was
not
only
lacking,
but
of
interest
to
our
target
demographic.
All
but
two
of
the
women
interviewed
expressed
that
they
would
be
much
more
likely
to
purchase
a
craft
beer
if
they
knew
more
about
them.
This
educational
aspect
was
the
single
most
consistent
response,
with
18
out
of
20
women
showing
interest
in
knowing
more.
By
coming
up
with
what
specific
information
would
be
useful
to
these
women,
we
hope
to
be
able
to
win
them
over
and
give
craft
beer
a
chance.
The
current
marketing
landscape
is
evidence
that,
currently,
craft
beer
breweries
are
not
trying
to
educate
their
drinkers.
The
team
recommends
that
Underhill
take
advantage
of
this
opportunity,
and
aim
to
fill
the
gap.
The
below
suggestions
were
made
during
the
interviews,
and
the
team
recommends
Underhill
fold
them
into
its
marketing
strategy:
d. The
story
behind
the
founder
and
brewery,
and
each
beer
(origin,
what
it
means
to
the
brewery,
why
Underhill
values
these
beers,
what
makes
them
different...)
e. Relating
the
brand
to
the
marketing
endeavor.
How
does
the
specific
marketing
endeavor
fit
into
the
Underhill
brand?
For
example,
if
Underhill
decides
to
to
a
beer
and
cheese
pairing
night,
how
does
this
event
fit
into
Underhill’s
farm-‐to-‐
13. 12
table
identity?
A
direct
link
between
the
mission
and
the
marketing
may
need
to
be
established.
f. How
a
flavor
relates
to
what
customers
already
know
and
can
relate
to.
For
example,
relating
the
flavors
of
Underhill’s
IPA
to
oranges,
grapefruit,
and
freshly
baked
bread.
g. Specific
classes,
parties,
and
tastings
for
women
only.
This
was
suggested
as
fun
events
for
“girls
night
out”
as
well
as
good
events
for
women
whose
significant
others
drinks
Craft
Beer
and
want
to
join
in
the
hobby.
Product:
Citrusy
and
high
ABV
most
important
Using
conjoint
analysis,
our
regression
testing
discovered
that
three
of
our
four
attributes
are
statistically
significant
in
determining
female
consumer's
subjective
utility:
flavor,
alcohol
by
volume,
and
price.
Our
survey
showed
that
flavor
is
the
most
important
factor
tested.
A
change
in
flavor
from
malty/bready
to
citrusy/fruity
is
worth
$5.38
to
our
average
female
consumer
in
our
target
demographic.
For
alcohol
by
volume
(ABV),
we
tested
4%
and
7%.
Our
results
showed
that
an
increase
in
ABV
by
3%
is
worth
$2.45
to
our
average
female
consumer.
Next,
price
was
relatively
important,
too.
We
tested
$6
vs.
$8
for
a
pint
of
beer,
and
our
results
showed
that
a
lower
price
is
worth
.205
subjective
utility
points
per
dollar
to
our
average
female
consumer.
With
this
information
in
mind,
we
can
see
that
the
beer
that
will
result
in
the
most
satisfied
female
consumers
is
one
that
has
a
citrusy/fruity
flavor,
a
high
ABV,
and
a
low
price.
It
is
worth
14. 13
noting
that
while
the
results
about
the
body/weight
of
the
beer
was
not
statistically
significant,
customers
tended
to
favor
a
lighter
beer
over
a
heavier
beer.
VI.
Conclusion
and
Recommendations
Underhill
Brewery’s
research
and
findings
throughout
this
research
project
have
resulted
in
a
concise
and
clear
conclusion,
allowing
us
to
make
substantial
recommendations
that
will
surely
lead
to
the
brewery’s
lasting
success.
The
famous
Four
P’s
of
Marketing
are
Price,
Product,
Promotion,
and
Place.
We
have
come
up
with
a
formula
that
addresses
all
four
of
these
matters.
Firstly,
we
had
already
decided
on
place.
Underhill
Brewery
will
be
located
in
Queens’
Long
Island
City,
and
hopes
to
open
its
doors
in
late
2016.
An
up-‐and-‐coming,
newly
gentrified
and
hipsterized
area,
this
part
of
New
York
City
is
open
to
and
welcoming
of
new
breweries
and
craft
beer
aficionados.
Secondly,
let
us
turn
to
the
product
itself.
Prior
to
this
research
project,
Underhill
Brewery
already
had
a
relatively
clear
idea
of
what
kind
of
craft
beer
it
was
going
to
brew,
and
what
flavor
elements
were
going
to
be
used.
Thanks
to
the
extensive
research
done
on
the
female
segment
alone,
though,
product
ideation
came
into
the
mix
of
our
findings.
By
surveying
116
women
in
our
target
demographic
and
asking
them
to
rank
a
total
of
16
different
beers
from
1-‐
9,
we
were
able
to
identify
which
beers
would
be
most
and
least
favored.
With
an
average
of
6.46,
Beer
I
(citrusy/fruity,
light-‐bodied,
7%
ABV,
$6)
received
the
highest
rating.
In
contrast,
Beer
F
(malty/bready,
light-‐bodied,
4%
ABV,
$8)
received
the
lowest
rating
with
an
average
of
15. 14
4.23.
As
our
detailed
regression
analysis
in
the
previous
section
explained,
we
learned
to
stay
clear
of
malty/bready
flavored-‐beers,
and
aim
to
have
a
higher
rather
than
lower
ABV.
Women
tended
to
prefer
light-‐bodied
beers,
but
this
was
the
weakest
indicator
of
likelihood
to
order.
Next,
we
were
able
to
determine
a
reasonable
price
point,
and
understand
price
elasticity
and
sensitivity
of
the
consumer.
We
have
concluded
that
$6.5
will
be
our
average
price,
with
some
beers
above
and
below.
Using
Dan
Ariely’s
pricing
studies
about
adding
seemingly
“useless”
options,4,5
we
can
list
some
beers
likely
no
one
will
choose
at
prices
that
will
serve
purely
as
anchors
for
our
consumers.
This
will
decrease
price
sensitivity,
and
we
will
be
able
to
win
a
larger
profit
margin.
Last
but
not
least,
we
have
come
to
understand
our
target
demographic
in
terms
of
what
they
are
looking
for
in
promotion
and
marketing
geared
towards
them.
Avoiding
macrobrewery
type
advertisements
on
television
or
subways,
Underhill
Brewery
will
use
direct
targeting
and
micro-‐
marketing
tools
to
reach
its
target.
Examples
of
this
are
tastings
and
smaller
events
designed
for
our
target
specifically,
writing
the
story
of
the
origin
of
Underhill
Brewery
and
its
beers
in
the
menu,
and
including
educational
facts
such
as
the
brewing
process
and
ingredients
about
beers
in
general
and
the
specific
beers
on
the
menu.
We
believe
that
we
have
been
able
to
identify
whom
we
should
try
and
target
in
order
to
capitalize
on
a
currently
untapped
market
segment,
with
what
product
definitions
we
should
do
it,
and
how
we
will
be
able
to
do
it
successfully.
We
are
convinced
that
this
research
has
given
Underhill
Brewery
what
it
needs
for
a
successful
launch
and
many
profitable
years
to
come.
4
Ariely,
Dan,
Predictably
Irrational,
Harper
Perennial,
2010
5
Ariely,
Dan,
Pricing
the
Economist,
YouTube,
www.youtube.com/watch?v=xOhb4LwAaJk,
uploaded
Dec
17,
2009
16. 15
VII.
Appendix
In-‐depth
interview
findings
Out
of
the
20
women
we
interviewed,
12
of
them
regularly
choose
beer,
and
8
of
them
choose
other
drinks.
All
of
the
data
was
used
for
the
findings.
9
women
reported
having
3
to
4
drinks
when
at
a
bar.
8
women
reported
having
1
to
2
drinks
when
at
a
bar.
2
women
reported
having
over
4
drinks
when
at
a
bar.
1
woman
did
not
typically
drink
alcohol
when
at
a
bar.
1. When
shopping
for
groceries,
quality
was
important
to
all
respondents.
Freshness
and
price
were
also
quite
important,
and
most
preferred
organic
products.
2. Surprisingly,
“local”
was
not
an
important
aspect
of
the
choice
of
drink,
unless
the
beer
was
actually
brewed
on
premise.
3. The
choices
of
drinks
that
were
not
beer
were
mostly
cocktails
and
wine.
The
reasons
behind
these
choices
were
taste/flavor
and
health.
Wine
and
cocktails
were
seen
as
more
healthy
than
beer.
4. For
those
that
did
not
choose
beer,
their
perceptions
of
beer
drinkers
were
overwhelmingly
of
unsophisticated
men
drinking
in
order
to
get
drunk.
The
recurring
attributes
were
“frat
boy,”
“sports
loving,”
and
“loud.”
5. 3
of
the
women
that
did
not
choose
beer
also
added
that
there
also
exists
a
group
that
drinks
beer
for
flavor,
similar
to
wine
drinkers.
Women
were
included
in
this
group,
as
opposed
to
the
notion
of
guys
drinking
to
get
drunk.
6. Within
the
group
that
did
not
choose
beer,
they
knew
very
little
about
craft
beer,
only
that
there
was
a
difference
between
craft
beer
and
mass-‐produced
beer.
None
could
identify
the
concrete
differences,
though.
7. For
the
women
who
did
not
choose
beer
to
consider
trying
a
craft
beer,
the
attributes
that
were
most
important
were
full
flavor,
low
alcohol,
low
bitterness,
light
and
refreshing,
and
sweetness
as
opposed
to
tartness
or
bitterness.
8. Most
of
the
women
who
did
not
choose
either
beer
or
craft
beer
said
they
would
be
much
more
inclined
to
try
them
if
they
knew
more
about
them.
Information
about
the
flavors
and
health
impacts
was
of
most
interest.
9. For
women
who
did
choose
craft
beer,
the
choices
of
beer
were
quite
varied.
Belgian-‐style,
light
beers,
citrusy,
and
non-‐bitter
IPAs
were
most
common.
17. 16
10. The
reasons
for
choosing
beer
were
flavor,
uniqueness,
low
bitterness,
citrus
flavors,
low
alcohol
(can
drink
more
without
getting
drunk),
knowledge
of
the
beer
in
question,
and
price.
11. Craft
beer
drinkers
are
seen
as
more
social
drinkers
(as
opposed
to
drink-‐to-‐get-‐drunk),
more
informed,
used
to
higher-‐quality
products,
and
younger.
12. The
craft
beer
industry
was
understood
as
an
opposition
to
mass-‐production.
There
was
much
more
variety
in
the
types
of
beers
offered,
smaller
scale
production,
fancier,
and
with
more
personality.
13. All
of
the
beer
drinkers
said
that
they
would
be
much
more
inclined
to
consume
craft
beer
if
they
knew
more
about
the
beers.
The
most
valuable
information
was
flavor
descriptions,
style,
alcohol
level,
ingredients,
technique,
and
the
story
behind
the
beer.
14. Attractiveness
of
tap
handles
or
bottle
packaging
was
only
mildly
important,
respondents
thought
it
could
influence
choice
if
there
were
no
other
cues,
but
other
attributes
such
as
knowledge
of
the
beer
or
flavor
of
the
beer
were
much
more
important.
15. All
respondents
reported
no
marketing
efforts
from
Craft
Breweries.
16. All
respondents
reported
mass-‐produced
beer
marketing
was
directed
towards
men.
Sports
and
beautiful
women
were
the
focus
for
all
the
examples.
17. When
asked
what
craft
beer
marketers
should
do
differently,
most
respondents
suggested
marketing
with
no
emphasis
on
sexualized
women,
sports,
and
drunkenness,
and
more
emphasis
on
the
story
behind
the
brand,
the
taste
of
the
beer
(as
opposed
to
“coldness”),
health
benefits,
quality
ingredients,
and
better
information.
Many
suggested
showing
professional
women
having
beer
over
lunch
rather
than
men
at
sporting
events.
22. 21
VIII.
Bibliography
Ariely,
Dan,
Predictably
Irrational,
Harper
Perennial,
2010
Ariely,
Dan,
Pricing
the
Economist,
YouTube,
www.youtube.com/watch?v=xOhb4LwAaJk,
uploaded
December
17,
2009
Kraushaar,
Amy,
Beer
-‐
US
-‐
January
2015,
Mintel,
January
2015
Mosbaugh,
Erin,
How
Craft
Beer
Fails
its
Female
Fan
Base,
First
We
Feast,
November
20,
2014
23. 22
IX.
Contributions
Gennaro
Aliperti:
Created
the
Qualtrics
survey
and
worked
on
the
regressions.
Bryan
Blick:
Created
the
regression
analysis
and
the
accompanying
charts.
Joseph
Brad
Boggess:
Provided
the
basis
for
the
project.
Formulated
research
question(s),
introduction,
interview
questions,
as
well
as
drew
conclusions
from
findings.
Benjamin
Bolasny:
More
closely
defined
the
research
question,
and
also
contributed
to
formulating
interview
questions
Miriam
Brownstone:
Explained
the
methodologies
and
formulated
final
conclusions,
as
well
as
also
formulating
interview
questions
Dustin
Bryant:
Analyzed
the
interview
responses
and
findings
All
team
members
conducted
3
in-‐depth
interviews.
