The price of Craft Beer? Pure marketing!
D over 25 years I deal with trade and much time I hear someone say "
good ... but it is expensive! (commercial equivalent of
classic "The guy is smart ... if you only do more ). In short, it is impossible to be certain stereotypes come out!
not want to resume the hackneyed argument and for those who want my personal justification "productive" Governing see the link at right titled "The price of beer."
L reflection that I would carry on comes from a different starting point and covers the page, which appears monthly on a well known magazine (restaurants - businesses of taste) dedicated to restaurants.
Mr Rodolfo Guarnieri, highly competent and posed for more reviews in, this brings to the attention of the readers or the beer, but this is not what has attracted my attention, because the prices, which, I suppose, are those " recommended to the public. "
The cheapest is in the Menabrea, with its original bottle (I remember a distillate) and his clear attempt of "ruffians" haute cuisine, so much so called "Top retaurant. The price for the market is thrilling, only 3.50 € 0.75 a bottle. The question is a chef's rank in its local dishes from 15-20 euro each up with what justification can recommend a bottle that costs so little?. It is not that the 'marketing department Forst (owner of Menabrea) actually points to a market far more important numerically and use the "haute cuisine" as a promotional vehicle?
certainly a brand as prestigious, that many "non-experts' perceive as" craft "could be the first to follow the trend of micro italiani (di cui mi sento pioniere). Vedremo gli sviluppi e quanto il consumatore apprezzerà l'operazione.
S egue Birrificio Collesi, con la classica "champagnotta", la classica capsula termoretraibile ed un etichetta molto curata, ci troviamo indubbiamente di fronte al prodotto di un microbirrificio. Anche qui cosa lascia perplessi è il prezzo. Quando mai si è vista una bottiglia a 5.50 euro nella carta di un ristorante?
U ltima la Theresianer, che, per non sbagliare, se ne esce con una bock a 6 euro, confondendo non poco le idee a Pino Friggilovo che stava meditando su quali birre avrebbe potuto mettere in carta.
C osa ci racconta questa storia?
Che il prezzo è fondamentale per il marketing e per la qualità percepita dal consumatore. La Theresianer ci aggiunge anche un premio recentemente conquistato ed il fatto che riprende l'antica tradizione di Trieste. Molto probabilmente sarà quella che entrerà in carta nel ristorante di Pino Friggilovo, che così avrà "quanto di meglio" offre il mercato" e metterà a tacere quei 4 clienti che gli chiedono un birra buona..
A meno che... a meno che i prezzi non siano "al ristoratore" e quindi richiedano il mitico fattore 2,7 prima to arrive at the table. So:
Menabrea = 9.45
Collesi = 14.85
Theresianer = 16.20
C Menabrea ith which could be more "aggressive" and offer discounts, promotions, etc. etc. here is that the restaurant opens for a price below 10 € (which does not scare the customer) with a useful "interesting" and above average. The low alcohol content could also facilitate buy a second bottle ... all clear is not it?
How can the small craft micro counter or even come out stronger from this "frontal attack"?
I have my own hypothesis that will develop for the newsletter UB, (I have ripped the tie), hoping to enrich them with the reflections that perhaps resulting from this post (as usual audience ALL, but not anonymous).
Prosit
Lelio
