Introduction
Heavy Seas Beer (HSB) is a brewery established in the 1980s by Hugh Sisson. The company offers several beer tastes and is known for its unique and colorful packaging (“Commitment to quality,” n.d.). However, this is the brand perception that HSB aims to create, while consumers may view its products differently. Surveys are a critical element of assessing customers’ opinions of the brand, their familiarity with the products, and the overall perception of the product (“Surveys,” n.d.). This paper will examine the responses to the survey and analyze how and what the customers feel about HSB’s beer.
Main body
There are two main types of breweries where beer is created – microbreweries and macro breweries. The latter are large enterprises producing more than 6 million gallons of beer per year (“Macro brewery, 2019). HSB is not a macro brewery, based on the information from its website, it is likely a microbrewery or craft beer manufacturer. More than half of respondents state that they like both microbreweries and macro breweries, or 51.5%. It appears that the type of brewing enterprise does not affect the consumer’s choice, based on the results of this survey.
Next, based on the responses to the question about the familiarity of the beer bottles, 79.7% of respondents suggested that they are unfamiliar with the product in question. Only 4.4% or 11 individuals out of 45 who responded to this question, managed to identify the name of the brand successfully. This suggests that consumers are unfamiliar with the brand’s name and the visual elements used to design bottle labels.
An important factor is that people who choose craft beer aim to gain more insight into this type of beverage, which is approximate 12.9% of the respondents or want to have a tour of the brewery, which is the reason cited by 29% of people. However, the vast majority try different types of beer to explore new tastes and try unique beverages. This can benefit HSB because the company offers a variety of unique tastes that are not typical for mass-produced beer (“Find your favorite brew,” n.d.). Hence, customers view HSB’s product as a way of trying new beer tastes.
The majority of respondents associate the beer’s designs with words such as ‘happy’ and “fruity.” Some respondents cite that the design reminds them of summer and reminiscents beer produced in a microbrewery. The latter is consistent with HSB’s brand. Most respondents have positive associations when looking at HSB’s bottle labels, with only a few stating that the design is “generic” or unpleasant in some way. This suggests that HSB manages to attract customer attention and create a perception of a drink that has a fruity taste.
Based on the answers about the type of Instagram feed that encourages to drink beer, HSB’s approach to bottle design should be successful, because it is consistent with the “fun and colorful” layout that 56.2% of respondents of the survey selected. This is also consistent with the perception of the labels that HSB’s bottles have, suggesting that customers think that the beer creates a cheerful and colorful atmosphere.
Conclusion
It should be noted that HSB’s target consumer’s age is between 25 and 40, with an average income of $75,000-99,000 per year, and 65% of HSB’s customers are male. However, 35% of the respondents were aged below 25, and 43.8% were more than 44 years old. Hence, the results do not represent the perception of HSB’s brand by its target audience. Instead, it provides insight into the way people whom HSB would not target in their marketing campaigns see the brand and its products. Overall, based on the customer’s survey responses, the majority of people are unfamiliar with the Heavy Seas brand as they do not recognize the product and do not recall the name of the brand.
References
Find your favorite brew. (n.d.). Web.
Heavy Seas Beer. (n.d.). Web.
Macro brewery vs. Micro brewery vs. Craft brewery — What is the difference? (2019). Web.
Surveys. (n.d.). Web.