Our new Pitch Brief for Shock Top combines with an in-depth look into the minds (and refrigerators) of Millennial Craft Beer Lovers. The question is: Can the Anheuser-Busch brand win them over?
Female runners are a committed bunch. They’re the ones jogging on the roadside at 5am before work. They’re on the trail every weekend. They don’t consider it a good day unless their running shoes have met the pavement.
No robot servants to make the beds. No in-home push-button vending machines. No conveyor belt aided morning routines. In many ways, The Jetsons set us up for a lifetime of disappointment.
Millennials have the reputation as gaming grownups – adults who, taking a break from “adulting,” turn to computer games and video games, which were formerly provinces of children and guys living in their parents’ basements (who are also, likely, Millennials).
What can’t you do with a smart phone anymore? I can use mine to turn on every radio in my house (synchronized to my favorite Pandora station), control my thermostat, and even turn on outdoor lighting via wifi. These little pocket ‘puters never stop learning new tricks, and the latest is to take the place of your credit card.
They say the way to a man’s heart is through his stomach. We haven’t looked into it (yet), but one thing we know for sure: The way to a woman’s heart is through her pet.
They eschew Starbucks, buy local, own a juicer and know how to use it, and they don’t see what’s funny – at all – about this Portlandia sketch:
To be clear – this isn’t a deep-drive into young alcoholics. That’s an entirely different demographic, and one that really doesn’t need any booze-marketing efforts. The people we’re meeting today are a fun crowd. You’ll find them at the latest music festival, hanging out with friends at a craft brewery (or bringing craft brews to the campground) and waxing poetic about the burnt sugar aromatics of a hand-crafted bourbon.
What do a troubled, yet brilliant Bass player, a Latin jazz guitarist, and a German band known for repetitive, robotic, all-electronic synthesizer tracks have in common?
A bass player, jazz guitarist and four red-shirt-wearing Germans walk into a bar…
No, they aren’t the start of a “walk into a bar” joke. These three musicians, Jaco Pastorius, Al Di Meola and Kraftwerk are the top musicians for a very special demographic: the Audiophile.
“Waste not, want not,” as Grandmother used to say. And upcyclists – those who take their leftover wine bottles and use them to create attractive borders for their vegetable beds – are definitely following Grandma’s advice. Upcycling is reusing an object in a new way, without breaking down the original material (like recycling does). It’s environmentally friendly, thrifty, and increasingly trendy.
Perhaps you too have spotted a ‘Lumbersexual’ out in the wild. I know I have. There he was, walking into Target, a mountain of a man, sporting a lush, yet groomed, beard that dipped from his chin to his clavicle. Bulging muscles stretched the red and white plaid of his thin flannel shirt, which made me wonder whether he spent eight-hour days in the gym, or actually was a lumberjack by trade. His tight, distressed skinny-jeans gave him away. No lumberjack of my acquaintance would sport such skin-tight duds.