Studenter, Framtidens finsmakare! : En studie om hantverksölens plats på ölmarknaden för studenter.

Sammanfattning: Title: Students, the future connoisseurs- A study on craft beers place on the beer market in a student town. A trend that is growing stronger among Swedish breweries is the interest in micro breweries. However, the trend has not grown stronger among students, but thanks to a rich student culture with a lot of focus on social gatherings where beer is central, a student city is an interesting market for a microbrewery to launch to. At present, there is no standardized strategy for the design of a product launch, and because microbrewing is a relatively new phenomenon, there is currently no customized launch strategy for microbrewed beer.    The purpose of the study is to map what the beer market looks like in a student city and by analyzing these creating conditions for a microbrewery to successfully launch its beer to students.    This study found that the beer market among students is dominated by mass produced beer from major breweries such as Heineken, Grängesberg and Falcon. The market is also characterized by individual agreements between retailers on the beer market for students and major suppliers such as Spendrups and Carlsberg. According to our study, 70% of all students drink more than 5 units of alcohol per week on a regular basis, and the majority considered that the taste was the most important factor when choosing alcohol. By using the STP model, the target group of "quality consumers" has been selected as target segment, who prefer beer as an alcoholic beverage, is willing to pay more than 40 kr for a beer and preferred micro-brewed beer before another non-micro-brewed beer. In order to position itself at a launch aimed towards this target group, a microbrewery can advantageously use a simple layout design to allow the perceptual image to align with the brewer's identity and personality as a small scale brewery focusing on craftsmanship and quality. Earlier studies have shown that Word-of-Mouth is an effective marketing method when directed to students, and according to our study, it was also true for an alcoholic microbrew product.