The Art to Brew Big Beer Brands

Written on April 12, 2016 by Campus Life in Professional

Think about an ice-cold beer, a warm Spanish sunny afternoon with your closest mates from class…

Where are you now?                                                      

And are you enjoying a beer?  Or are you actually enjoying the “beering experience”? 



Last Tuesday that was the question of the night! IE Marketing Club have had the pleasure to be in the company of Armen A. Avakian, Partner and Regional Director at the Garrison Marketing  Group and specialized marketing consulting resource for multinational as well as large local brands. He has personally overseen projects that cover over 100 beer brands worldwide and he shared his experience with us. 

From the everyday Mahou, to the summer Corona and a conflict hit craft brew from Crimea, each brand describes the portfolio that makes up our own definition of beering experience. IE Marketing Club had the opportunity to play architect, tackling our very own local pour – Mahou in an actual strategy model by Garrison Group, using the marketing trifecta to understand the components to build a successful beer brand.

With data harvested from some of the biggest market research agencies in the world, like TNS, a beer is designed for very specific audiences – from the ‘Chardonnay Girls’ to progressive intellectuals and hipsters, each having a profile of its own beering experience.

Finishing off­ with the latest trends of what might define the perfect pint – from the curry flavored beer to the rise of ‘nitro cans’, each an experience of beering in itself, we had the chance to keep our conversations running for the second half of our event: Having some chilled drinks at Selfie bar, next corner to our institution


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