Hard apple cider is making a comeback. Cider consumption is expected to hit 15 million cases annually this decade. Early adopters of cider are the same group that first gravitated to the microbreweries. Apple cider's drinkers like the notion that it is basically a fruit drink. It conjures up healthy associations and appeals to people who do not view themselves as serious connoisseurs. What segmentation variable would you recommend Woodchuck Draft Cider use to define its market?

Question

Quizplus · Accepted Answer

Psychographic segmentation would be most appropriate for Woodchuck Draft Cider to define its market as it allows the company to identify and target consumers based on their attitudes, values, interests, and lifestyles. This would be particularly effective given that cider drinkers are more likely to be early adopters and may have unique preferences and behaviours that could be targeted through psychographic segmentation. Demographic and geographic segmentation may also be useful but may not capture the full spectrum of consumer attitudes and behaviours.

Hard Apple Cider Is Making a Comeback