ABSTRACT
The millennial consumer tends to mistrust traditional approaches to advertising. They are very open to advertising online, and they rely on online sources such as online marketing, blogs, social media, and recommendations from friends when making purchase decisions. Traditional beer marketing has focused on the male consumer, and although the customer gender base for beer is still strongly slanted to men, particularly with the megabrands—there remains an opportunity to better connect with the female beer market. Compared to the megabrands, the craft beer market has captured greater interest from the female beer drinking market. Traditional marketing relies on time-tested approaches, such as print advertisements, billboards, and TV ads. Stunt marketing is the use of a promotional gimmick or publicity event designed to attract the public's attention. Technology has become an integral part of how the millennial consumer shops for beer.
