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Fun one for a Friday - we analyzed the willingness to pay for PBR amongst hipster and non-hipster populations. Don't worry - there are some marketing implications in here. :)

Main takeaways:
1. PBR has been riding the hipster trend by increasing their MSRP in certain areas to account for HIpster's affinity for PBR. As such, you should take away that localized/segment focused pricing is pretty important.

2. PBR couldn't market/advertise in traditional means, because it'd kill their "hipster" affinity. Take away is - know thy customer. :)

  • MD

    Matt Diederichs

    almost 4 years ago #

    This is hilarious and very very true. The explosion of the craft beer scene in Hootsuite's neighbourhood has definitely seen a bump in prices. We do rock the beards and flannel pretty hard though :p

  • MB

    Morgan Brown

    almost 4 years ago #

    This is awesome!

    • PC

      Patrick Campbell

      almost 4 years ago #

      Thanks, Morgan.

      I aim to please that beard and glasses look of yours. Not calling you a hipster...just saying you might fit our hipster index a bit. :)

      • MB

        Morgan Brown

        almost 4 years ago #

        @patticus I'm definitely guilty of driving these prices up.

        • MD

          Matt Diederichs

          almost 4 years ago #

          I'm with @morgan on this one.. #sorrynotsorry

          Also Bryan Kramer has a cool piece in his book redefining the word "hipster" to mean something more along the lines of an early adopter of high-value goods. Hipster ain't so bad.

          • PC

            Patrick Campbell

            almost 4 years ago #

            Haha. They're definitely not so bad...as I sit at my standing desk in dark rimmed glasses sipping my aeropressed coffee.

  • BH

    Benji Hyam

    almost 4 years ago #

    Haha this is so good.

  • AG

    Andrew Gierer

    almost 4 years ago #

    Do you think there's a way to force this in other industries or software?

    • PC

      Patrick Campbell

      almost 4 years ago #

      Good question, Andrew (full disclosure - Andrew works at PI :)).

      I think we've seen examples of this with certain types of apps that have captured the brand/love that a lot of folks envy. For instance, Github is beloved by modern developers even if their enterprise companies use a more "enterprise" solution. Makerbot had this fanfare and could demand higher prices, but eventually got burned when they started to abandon the open maker movement.

      Long story short, I think this is a product of having a good "brand", which isn't always the first thing to focus on, but definitely helps as you try to build momentum and good WoM marketing.

  • GB

    Gennady Barsky

    almost 4 years ago #

    thx for posting!

  • PF

    Pascal from Munich

    almost 4 years ago #

    This is really awesome. I will never understand why people would ever "drink cheap beer for trendy reasons" but apperently they do.

  • AS

    Angel Stein

    almost 4 years ago #

    I am completely agree with this

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