MKTG 4020 Final Project
chamankaka1
BeerintoGermanySinglePerson1.pptxStone Brewing Company pours into Germany
Christine E Vaudo
Buyer Behavior
Spring 2016
an American craft brewer faces the buyer behaviors of
culture, tradition, and group mentality
Germany
rugged coastlines
art, music, and culture
woodlands
picturesque small towns
vibrant cities
high mountains
palaces
restaurants
Beer
Germany
Purity Law of 1516
Stone Brewing: History
| Germany | USA |
| drinking age is 18 (16 for beer) | drinking age is 21 |
| McDonald’s serves beer | McDonald’s does not serve beer |
| pubs are open and light; children allowed with parents | bars tend to be dark, hidden places; typically no children allowed |
| beer is brewed according to the German Reinheitsgebot | very few beer brands are brewed according to the German Reinheitsgebot (beer purity law) |
| blue collar workers have beer with lunch (written into their contracts) | beer with lunch at work is not generally considered acceptable |
between Germany and
the United States
regarding Beer
Differences
Stone Brewing in Germany
selling beer in Germany is "like an unalienable human right"
beer is as much a part of Germany's gastronomical culture as bratwurst and pretzels
Opening in Spring 2016!
Thank you!
