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Step up to the Bar


Step up to the Bar “What’s the special?”


Step up to the Bar “What’s the special?” “Whatever he’s having.”


Step up to the Bar “What’s the special?” “Whatever he’s having.” “My regular please.”


Step up to the Bar “What’s the special?” “Whatever he’s having.” “My regular please.” “No wine? I guess I’ll have a beer.”


Step up to the Bar “What’s the special?” “Whatever he’s having.” “My regular please.” “No wine? I guess I’ll have a beer.” “Can I see your beer list?”


Step up to the Bar “What’s the special?”

Cheapskates

“Whatever he’s having.”

Followers

“My regular please.”

Loyalists

“No wine? I guess I’ll have a beer.”

Settlers

“Can I see your beer list?”

Prospectors


Beer Drinkers ONLY BEER Cheapskates Loyalists Prospectors Followers Settlers ONLY IF I HAVE TO


Beer Drinkers ONLY BEER Cheapskates

23%

Loyalists

15%

Prospectors

34%

Followers

9% 19%

Settlers ONLY IF I HAVE TO


Segments Settlers Followers Loyalists Cheapskates Prospectors


Settlers

“I guess I’ll have a beer.”

If it’s the only thing available Only sporting events and cookouts I don’t care about price Hand me a light beer I buy it for parties


Followers

“Whatever he’s having.”

Just part of the social experience Rarely drinking beer to get drunk Order what friends are drinking Familiar brands help me order Beer stays in the fridge for a while


Loyalists

“My Regular Please.”

I always know what I want Premium or light beer I drink beer for its taste One or two a few nights a week Looking for a buzz


Cheapskates “What’s the special?”

Almost always drink beer Light or cheap beer I’ll drink any beer someone hands me When I get drunk, it’s on purpose Beer amplifies my social experience


Prospectors

“Can I see your beer list?”

Always open to trying new beer Beer is typically my first choice Premiums, imports, or crafts I drink to relax and enjoy the taste If I get drunk, it’s probably by accident


beer