Brew Helpful Thoughts Through Beer

According to Bloomberg.com, Anheuser-Busch InBev is being accused of watering down the beer, thereby violating consumer protection statutes. Lawsuits have been filed in California, New Jersey, and Pennsylvania, with others planned for Colorado and Ohio. Plaintiffs claim that the watering down results in a misstatement on the bottle labels of the true alcohol content.
     Bloomberg says that the company calls the claims “completely false.” Still, this brouhaha about a brew can serve to remind retailers of the importance of keeping to whatever promises you make to consumers. Those promises are not just what you say outright to the shopper. Promises are also made via product labels, store signage, and commonly accepted business practices.
     And if that reminder doesn’t quench your thirst for beer-inspired tactics, imbibe these consumer behavior findings:

• Researchers at University of California-Los Angeles found that although purchases of beer by brand are often habitual, people who are recently divorced show a significantly greater receptivity to changing brands. Sometimes you want customers to stay firmly committed to brands they’re using now—specifically when they’re buying high margin ones. But if you’d like to encourage brand switching, try doing it when people are moving from one role in life to another. This happens with events like college graduation, getting married or getting divorced, having a first child, changing careers, and locating in a new country or culture. 
• When Corona beer was first introduced, many consumers nicknamed it “Mexican lemonade.” The manufacturer realized it would be better to position the beer as a lifestyle brand rather than publicize its national origin. When you’re selling items with lifestyle positioning, assertive messages like, “You’ve got to try it,” can work well, according to research findings from Georgetown University and Ben-Gurion University. 
• Researchers at University of Vaasa in Finland report that when consumers are told that a beer they’re drinking is a brand the consumers know is popular, the consumers report the beer as tasting better than if it’s a blind taste test. Similarly, children liked foods and drinks more when delivered in McDonald’s packaging. These findings held true even when the adult and child consumers were lied to about the pedigree of the product. Associating the items you sell with popularity often increases shopper’s liking for the items. Realize, however, that this isn’t always true. With our ecommerce world, where anybody can go anywhere in virtual space, some consumers aim for exclusivity. 

Click below for more: 
Honor Your Brand’s Promises 
Use Customer Life Changes to Switch Brands 
Tell Shoppers to Be Happier 
Make Your Shoppers Feel Special