Target Audience

1. Beer Enthusiast

Psychographics 

Values:

• They want quality and a level of transparity about the products that they are buying. 
• They want to buy beers that are a bit different and not mainstream, because of this they are happy to spend a bit more. 
• They like to know where the beer they are buying is from and local is always better. 
• They value beers from independantly owned brewers than corporations.  
• They are open to recomendations but only from people they believe are knowledgeable and have "good taste". 

Interests: 

• They are interested in trying new things because of this they will come to tasting events and launches of new beers. 
• On a saturday night they come and buy a small selection of individual bottles of craft beer or a 4 pack to take to a house party. 
• They have an interest in different types of beer and because of this they retain any knowledge they have about the beers they have tried which they can pass on to others who want advice on 'good' beer to drink. 
• They are keen to get together with other like-minded enthusiasts so they can recommend and share their knowledge. 

Think:

• They think they have an aquired taste
• They think quality over quantity always wins. 

Feel: 

• They feel mildly superior in their beer choices than the mainstream. 
• They feel a sense of loyalty to the craft brands that they trust. 

How do they act: 

• They are happy to ask questions and get to know the staff. 
• They are not afraid to ask to try the beers on tap before purchasing because they know what they like. 

Experience Style

They know where the beer is but they are not in a rush. They will spend time looking at what is new or beers they haven't tried yet. They might go to the tap beers and try something before they purchase it as they are particular about what they like and don't like. They might spend a few minutes chatting to the staff about what's new or they might bump into someone they met at a tasting event and spend a few minutes exchanging recommendations. 

Wants/Needs 

They want to feel included and part of a community, because of this the tasting events and recommendations from knowledable staff is crucial for them to be a repeat customer. They don't just want to come in and pick something randomly, they want to know what they are getting, where it was brewed and what sort of beer it is. They also want to know that the best quality options are avalible to them and they have a superior selection to choose from and for this they are happy to pay a bit more. 

Demographic 

Age: 30 - 55

Dress: Away from work they wear Jeans, Vans a t-shirt printed by a local designer or band, their style is casual, but tidy. 

Employment status: They have a stable job with a mid to high income. 

Where to they live: An inner city suburb like Mt Victoria or Berhampore. 

User Profile 

Rob - 42 

Rob is a busy with work and his family and lately Rob has been burnt out at work and is trying to prioritise his work life balance. 

Rob looks forward to his Friday night beers with friends   and is happy to spend a bit extra on something really nice. He likes to get recommendations from people he trusts so he can try new things and share his knowledge with his buddies on Friday night drinks. 

Next month he's going on a brewing course because he wants to learn about the brewing process and have something to focus on outside of work. 

He likes to have a regular place to shop where it feels like his local and he knows the staff.

2. Young professional

Psychographics 

Values:

• After 4 years at uni drinking cheep alcohol they are excited to finally have a little extra money to buy something a bit nicer. 
• They also value the mature atmosphere at Regionals. 
• They drink a fair bit in the weekend, so they still want a good deal, but are happy to spend a bit extra on a bottle of wine to take to a dinner party. 
• They like the range Regionals has becuase they are no longer limited to the cheap stuff.
• Because they are just starting out their journey of drinking nice wine beer and spirits they value that the staff are knowledgeable and happy to recommend something. 

Interests: 

• They socalise a lot on the weekend because they don't have any dependants. 
• Depending on the ocassion they like to try different types of drinks. 
• They like to know a bit of informations about what they are getting, but they aren't a true enthusiast.

Think:

• They think that spending a little but more is mature and fitting for them now they are working full time. 

Feel: 

• Grown up for buying a nice red wine or a pack of craft beers. 
• Pleased to be able to buy what they actually like and not worry so much about the price. 

How do they act:

• They are happy to ask for help on choosing something to drink. 
• They don't stick around the store for too long becasue they are usually passing through from work on their way to dinner or drinks. 

Experience Style 

They are usually in a bit of a rush because they lead a busy social life, however they will still spend a few minutes deciding what to get, if they are feeling indecisive they will ask a staff memeber to recommend something for them.

Wants/Needs

They want to know what they are getting quality and have a wide variety avalible to them. They also want someone there to help them with their choices if they need.

Demographic.
Age: mid to late twenties
Dress: Stylish, tidy, on-trend
Employment status: Full-time corporate job in the feild they went to uni for.
Where do they live: apartment in town.

Hannah - 25

Hannah has been working in her corporate job for 2 years now. She is busy at work but really looks forward to dinner parties at the weekend or a nice glass of wine at dinner.

Hannah had recentley started drinking red wine and enjoys getting recommendations on what brands to try when she passes through Regionals on her way home from work.

She likes to know that she is getting good advice when picking up a bottle on her way to a dinner party.