Promotion Strategy Development Based on a Study of Craft Beer Consumer Culture

This work is dedicated to the promotion program development for craft beer market participants based on the study of consumer culture. Due to the tightening of government regulation regarding alcoholic beverages and huge financial losses in the context of the covid-19 pandemic, players in the craft beer market should join forces to promote the craft beer category among the population. In the course of ethnographic research, collection and analysis of quantitative data, we identified main features of the craft beer community in Perm city and grouped consumers based on the degree of their involvement. To attract new consumers to the community and develop relationships with already involved ones, we proposed the following set of tools – the tour to the brewery, the first purchase stimulation with help of branded goods and a series of events to popularize craft beer. The average ROMI of all measures is 28%.