I’m not sure about you, but we here at Adler love our drinks. Not to say that any of us are alcoholics, but drinking socially is a great way to share ideas, meet new people and branch out into the world with new perspectives. It’s amazing how many interesting people you will meet once you have the opportunity presented to you. That is exactly what happened last month when we were introduced to a brewery that specializes in a mail-order beer delivery service. We started talking about our mutual love for beer in particular handcrafted micro brews that are slightly enriched. Today we are happy to say that Micro-brew Brothers is now one of our clients.
Now that we have a brewery as a client, what do we do with it? How do we market for one of the top monthly micro-brew clubs in the country? What type of audience do we target and whom are we trying to attract to this unique service? These are all questions that my team and I have been discussing for the past few weeks. Don’t worry. The guys down at MBB have already agreed to let us do a short case study about how to tap into a new market. See what I did there? Tap into a new market… Yeah, okay let’s get started.
First, we had to research what type of clientele a monthly beer club is trying to attract. The target audience leans slightly toward the hipster scene and is someone who wants to not only be taken seriously but also wants to try great tasting beers. This is a service that delivers beer to your door by mailing a variety of styles and types of brew every month. The drinks are handpicked by the staff and packaged with care.
The company also offers some of the top home brewing supply kits available. This way you can try to make you own beer and even experiment with new recipes. The home brewing process can be a little complicated, the boys and MBB also offer some great guides, tips, and strategies for starting your own brewing station. That being said, there are two different types of markets that the company wants to focus on: the beer club and the home brewing market.
Now that we know who we want to focus on, we can start to develop a brand that displays an image centered around our target. After looking at some of the related interested and the images of competitors, we found out that the target audience prefers a clean, modern brand with a hint of masculinity. The new modern shaving and beard culture has many of the same types of demographics, which we used to establish the marks we created.
This has been quite a journey for all of us on staff and is really excited to be working with the Micro-Brew Brothers. As this brand and our relationship continue to grow, we will post more about the brand expansion and growth in this new industry.