Target Audience In the past three years, the craft beer market has seen an increase in both interest and sales; while becoming a staple beverage choice of Males and Females in both Generation Xers and Generation Y, also known as the Millennials. Due to this trend, Cigar City Brewery will need to tap into this demographic with the gamification strategy; The Beer Chest. Generation X are individuals born between the mid 1960’s and the early 1980’s. Generation Y or the Millennials were born right after Generation X between the 1980’s and the Early 2000’s (2000-2004) (Talented Heads, 2013). The application will geared both towards males and females, especially since women makeup 1/4 of the overall United States beer consumption (Clarke, 2012). Since the Beer Chest is a game that can be shared on Facebook, we will be able to concentrate on a major factor and reasons why our target audience uses Social Media; fun. Additionally with focusing on this age group we will also be able to attract other people to the application, since both generation choose social media as a way to keep in touch with friends. (This information can be seen in Appendix C, Figure 2.). The target areas Cigar City Brewery will need to focus the initial launch of their product are in the areas that they currently distribute their product, prior to reaching the national/international markets. Based on Figures 2-7 in Appendix B, the major areas to focus will be Alabama, Georgia, Florida, New York, Pennsylvania, and Virginia. Once we are fully emerged in this market with this gamification application, we can begin focus marketing in other areas we begin to see a spike using the Facebook Analytics. A good target area that Cigar City Brewery should focus on secondly would be Midwest, as it currently consumes 29% of craft brews (Mintel, 2014).
References

Brewers Association (2014) National Beer