Beer

IT’S NOT ABOUT THE

Beer is about culture, context and mythology. It is
about systems and symbolism.

Why does a beer connoisseur drink Miller High Life

when he mows the lawn? Or an iron worker proudly
show off his Guinness in the bar he insists on calling
a “pub”? Psychographic data can’t explain this, but
this is where real opportunities lie.

It isn’t just about the beer, but how and where the
beer is used to shape a context.
Think about it this way:

You might not know the technology behind how

your car works, but you’d better hope the engineer
who designed it does. The same is true for business
anthropology.

It isn’t opinion.

It’s science.
Science makes you money.
Here, we’ll explain it to you...
 tr uctural
Functional/S
nctional
Structural/Fu

P u r c h a s i ng
h e o r y - H ow
S ys te ms T E A L LY m a de
c i s i o n s a r eR
De
 Systems Theory

When people make selections about their beer,

they don’t do it as individuals but as part of a
larger system and their choices mirror the context
and symbolic value more than they do product
attributes. These socio-cultural interchanges are
known as feedback loops.

The structure of any system — the many circular,

interlocking, sometimes time-delayed relationships
among its components — is just as important in
determining shopper behavior as the individual
components themselves.

Understanding the system allows you to specify

possible courses of action, together with their risks,
costs and benefits.
Structural/Functional

Structural functionalism is a broad perspective that

interprets society as a structure with interrelated
parts. It addresses society as a whole in terms of the
function of its constituent elements, namely norms,
customs, traditions and institutions.

Think of these parts of society as “organs” that work

toward the proper functioning of the “body” as a
whole.
 Functional/Structural

In functional-structuralist theory, the initial focus is

on the function of an aspect of society, and only
after functions have been specified are enabling
structures designated. The system is dependent on
the function.

Simply put, without the raw ingredients, you can’t

have a meal.
Everyone says “context matters.”

Duh.
But what does “context” mean?

Take a look at beer through the lens of social theory...

Structural/
Functional
Visual Accessory
Association with a situational group
Solidarity with tight social group
Status through cultural capital
Continuity with subgroup
The label and brewer are
symbols, not the beer itself
“We said, ‘Well let’s throw all kinds of style
guidelines out the door and let’s kind of
think of beer in more of a sort of culinary,
artisanal, gourmet world and bring any
ingredients that could be used in the kitchen
into a brewery and just make unique beer.’”

- Sam Calagione
Founder of Dogfish Head Brewery
Beer is mythology and folklore
Functional
/Structural
Facilitates mastery
Facilitates choices/events
Status through quality
Continuity with culture and history
Association with loose group
It actively
excludes others
and defines
self-worth
 E S U M M A R Y
TH

mastery
- Facilitates
l group
- Cultural ca
pital - Loose socia e s/events
l group a te s c h o ic
- Tight socia - Facilit
gh quality
- Visual acc
essory - Status throu culture and
n u it y w it h s ubgroup - Co n ti n u it y w it h
- Conti folklore
o lo g y a n d history
- Myth
SO WHAT?
“Overall, the beer market in America has been
affected by the recession but I think it’s pretty
amazing that craft beer’s an anomaly in the
middle of the recession. The highest end of our
industry is growing.”

- Sam Calagione
Total U.S. beer sales were down an
estimated 2.7% by volume in the
first half of 2010.

Source: The U.S. Brewer’s Association

However, growth of the craft brewing
industry in the first half of 2010 was up 9%
by volume and 12% by retail dollars.
Domestic Craft Beer Sales

2009: 9,115,635 barrels

2008: 8,501,713 barrels
(1 barrel = 31 US gallons)
Several variables and influencers can
be identified as driving growth of the
craft brewing category through the
recession.

However, the overarching theme of

these factors can be summed up
simply: they addressed the contexts in
which beer exists.
Opportunity
THE
THE OPPORTUNITY
Prefers cocktails

Considering the social implications

affects how you think about marketing
and brand positioning. It opens a host
of new, innovative ways to grow your
market share.

It affects:
- Package design
- Message design
- Brand development
Trying “real” beer now
that he has an income Sorority chair

Future Doctor

Hipster
 THE OPPORTUNITY

Rugby captain

Who are you targeting?

Only drinks
craft beer

????

Learning about beer

Drinks wine to from his brother
convey “expertise”
Contact