two west: it's not about the beer

8/7/2019 Two West: It's Not About the Beer

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Beer

IT’S NOT ABOUT THE



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

Why does a beer connoisseur drink Miller High Life

when he mows the lawn? Or an iron worker proudlyshow off his Guinness in the bar he insists on callinga “pub”? Psychographic data can’t explain this, butthis is where real opportunities lie. It isn’t just about the beer, but how and where thebeer is used to shape a context.



Think about it this way:

You might not know the technology behind howyour car works, but you’d better hope the engineerwho designed it does. The same is true for businessanthropology.

It isn’t opinion.

It’s science.



Science makes you money.



Here, we’ll explain it to you...



S t ruc tu ra l/Func t iona l

Func t iona l/S t ruc tu ra l

S y s t e m s T h e o r y - H o w

P u r c h a s i n g

D e c i s i o n s a r e R EA

L L Y m a d e



When people make selections about their beer,they don’t do it as individuals but as part of alarger system and their choices mirror the contextand symbolic value more than they do productattributes. These socio-cultural interchanges areknown as feedback loops.

The structure of any system — the many circular,interlocking, sometimes time-delayed relationshipsamong its components — is just as important indetermining shopper behavior as the individualcomponents themselves.

Understanding the system allows you to specifypossible courses of action, together with their risks,costs and benets.

Systems Theory



Structural functionalism is a broad perspective thatinterprets society as a structure with interrelatedparts. 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 awhole.

Structural/Functional



Functional/Structural

In functional-structuralist theory, the initial focus ison the function of an aspect of society, and onlyafter functions have been specied are enabling

structures designated. The system is dependent onthe function.

Simply put, without the raw ingredients, you can’thave 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 ofthink of beer in more of a sort of culinary,artisanal, gourmet world and bring any

ingredients that could be used in the kitcheninto a brewery and just make unique beer.’”

- Sam CalagioneFounder of Dogsh 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 activelyexcludes others

and denesself-worth



- Cu l tu ra l cap i ta l

- T igh t soc ia l g roup- V isua l acc

esso r y

- Con t inu i t y w i th subg roup

- M y tho log y and fo lk lo re

- Fac i l i ta tes mas te r y

- Loose soc ia l g roup

- Fac i l i ta tes cho ices/e ven ts

- S ta tus th rough qua l i t y

- Con t inu i t y w i th cu l tu re and

h is to r y

THE SUMMAR Y



SO WHAT?



“Overall, the beer market in America has beenaffected by the recession but I think it’s prettyamazing that craft beer’s an anomaly in the

middle of the recession. The highest end of ourindustry is growing.”

- Sam Calagione



Total U.S. beer sales were down an

estimated 2.7% by volume in therst half of 2010.

Source: The U.S. Brewer’s Association



However, growth of the craft brewing

industry in the rst half of 2010 was up 9%by volume and 12% by retail dollars.



2009: 9,115,635 barrels2008: 8,501,713 barrels

Domestic Craft Beer Sales

(1 barrel = 31 US gallons)



Several variables and inuencers can

be identied as driving growth of thecraft brewing category through therecession.

However, the overarching theme ofthese factors can be summed up

simply: they addressed the contexts inwhich beer exists.



THE

Opportunity



THE OPPORTUNITYPrefers cocktai ls

Sorority chair

Future Doctor

Hipster

Trying “real” beer now that he has an income

Considering the social implicationsaffects how you think about marketingand brand positioning. It opens a hostof new, innovative ways to grow your

market share.

It affects:

- Package design- Message design

- Brand development



Who are you targeting?

THE OPPORTUNITY

Rugby captain

Drinks wine toconvey “expe rtise”

Only drinks

craft beer

Learning about beer

from his brother

????



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