Research on alcoholic beverages Essay
In this research document I am going to discuss a couple of things concerning the packaging and marketing of alcoholic beverages, then I am going to discuss the target audience of the alcohol industry. there are many rules concerning the packaging and marketing of alcohol in South-Africa, this is due to the fact that we have a lot of car accidents and acts of violence connected to the consumption as evident in the Gauteng liquor policy.
According to euromonitor.com the biggest trend at this stage in South Africa is Sustainability not only among manufactures but also among consumers more and more people are becoming more environmentally aware, and this leads to innovation of packaging solutions for the future. Another notable thing that is mentioned on euromonitor. com is that there is more detailed segmentation of international and locally produced products are being applied , stimulating our economic growth in the local alcohol industry.
According to ttb. gov the only requirements for the packaging of alcohol in south africa is that it should include the name of the product where it was made and special instructions and warnings and as far as the rest of my research shows it is also a requirement to state on the product that it is not for sale to persons under the age of 18 accept for that there seems to be little constraints concerning the packaging of alcohol.
Packaging of products that we produce in south africa sometimes has to relate to international standards due to the fact that we want to export our products but when it comes to advertising alcoholic drinks in south africa there is a couple of things I have to mention. According to the Gauteng liquor policy advertising alcohol increases the amount of alcohol consumed this is a hot debate at this current moment as there are people contesting against the current laws (Gauteng liquor policy, (2011) [pdf].
This shows that the rules regarding advertisement of alcoholic beverages will increase with time, keeping that in mind can be useful in the future regarding the marketing plans that companies that produce alcoholic beverages set up for the future. According to an article – the cost of harmful alcohol abuse in South-Africa; harmful alcohol use is very high in south africa and its stated that it is one of the main risk factors for poor health in South-Africa (http://www.
ara. co. za) The target audience for alcoholic beverages is all people that are older than 18 due to law restrictions, the majority of adult do consume alcohol and thus the target audience is quite big the income level of the consumers of alcohol is very diverse but when it comes to specialized products like craft beer for instance the market is much more directed at the upper class, where there is cheaper alternatives for lower income classes.
The target audience of alcohol is dependent on the personality of the brand due to the fact that consumers relate to brands and make their choices according to how they would like to portray themselves amongst other individuals. According to Craig Berman the people that drink the most are young men and he also states that men tend to drink more than woman, this is why so manny of the existing companies directly target younger men.
(C. Berman 2012 chron . com) Sports fans are also a great target for the alcohol industry due to the fact that men and woman enjoy drinking whilst being entertained by sporting events. The alcohol industry is known for advertising by sponsoring sporting events sport teams and so forth, and in some cases the fans of sponsored teams are just as big fans of the alcohol brand that sponsors their team.
So in conclusion the Target audience for alcohol is quite a wide group of individuals but mostly consists out of younger men aged between 18 and 49 and sports fans are also a big hit , the regulations in south africa concerning he packaging is not too strict but one still has to comply to some rules concerning warnings and so forth, the market is very specific and very segmented into various target audiences and lastly the biggest trend in South-Africa’s alcohol industry is focusing on sustainability .
Reference list Craig Berman http://smallbusiness. chron. com/largest-target-markets-alcohol-advertising-66914. html http://www. ttb. gov/itd/southafrica. shtml http://www. euromonitor. com/alcoholic-drinks-packaging-in-south-africa/report http://www. ara. co. za/industry-tips/code-of-conduct http://www. ara. co. za/uploads/ban-on-alcohol-advertising/economic-impact-of-an-adban_econometrix_ara_chapter3. pdf.
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