Hard apple cider is making a comeback.Cider consumption should 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

Psychographics group people according to their lifestyle.In this example,the marketer is trying to group people who like something new and who like the idea that this drink is healthy.

Hard Apple Cider Is Making a Comeback