Loading...
Advertising

New Faces of Targeted Beer Drinkers: Joe College and Hipsters

Comments (0)

By

Mon, Mar 25, 2013 at 9:00 AM

click to enlarge Bud Light Platinum - FLICKR/BRENT SCHMIDT

From Joe Six-Pack to Joe College, the face of the desired beer drinker has changed in the past few years with growing sales of craft beer brands and fruit flavors. Joe College, unlike his older and more blue-collar counterpart, Joe Six-Pack, is a "lot more experimental than [he] used to be, sampling craft beers, cocktails and flavored malt beverages." According to AdAge, Anheuser-Busch InBev and MillerCoors have been in hot pursuit of college-age drinkers and hipsters, respectively.

The conglomerates haven't exactly helped their own causes by raising prices on "subpremium" brands during this time. (We're talking about beers like Natural Light, Busch Light, Busch, Miller High Life and Keystone Light.) It's why this year, as the publication noted, each has added new packaging and promotions to reinvigorate sales and public interest. To combat a slackening in sales, Busch, Miller High Life and Keystone Light are pursuing consumers through social media, giveaways and in-store promotions.

In late January, the Justice Department blocked the $20.1 billion proposed sale of Grupo Modela to Anheuser-Busch, which would have given the latter giant access to brands like Corona, Pacifico and Negro Modelo. If the sale had gone through, it would have meant Anheuser-Busch would hold a total of 46 percent in U.S. beer sales. A sobering thought.

And in related news:

- The Dudes' Brewing Co. in Torrance Debuts First Four Beers + Cans Coming in June

- Budweiser Allegedly Watered Down Beer + 5 California Craft Alternatives

- Q & A With Rich Marcello of Strand Brewing Company: This Weekend's Bottle Release, Texts From Fans + How the Beer Scene is Like NASCAR


Want more Squid Ink? Follow us on Twitter or like us on Facebook. Follow the author on Twitter at @chrstnchiao.

Related Content

Related

Now Trending

Slideshows

  • The Year in L.A. Food (So Far)
    We've got so many restaurants, you could eat at a different joint every day of the year -- and probably the rest of your life -- and never go to the same place twice. It would be impossible (both physically and financially) to try them all, but luckily, you have us. Check out The Year in L.A. Food (So Far).
  • Ladies Gunboat Society at Flores
    At Ladies Gunboat Society, the new operation out of the restaurant that used to be Flores on Sawtelle Boulevard, the Hoppin’ John is served as an appetizer or a small plate rather than a side, and the price is the stuff of comedy.
  • Malibu Pier Restaurant and Bar
    Malibu Pier Restaurant and Bar, with chef Jason Fullilove at the helm, is in the two buildings at the pier’s entrance that used to be Beachcomber Cafe and Ruby’s Diner. Those buildings, which have been overhauled completely, reflect both the pier’s 109-year-old history and the cultural import of Malibu itself.