Tailgating

Tailgating is the unofficial pregame celebration for most major sports events in America. Fans will arrive at the stadium hours before the game, park their cars/trailers and social with other fans. Most tailgaters bring their own food to prepare before the game as well. Tailgating is a major social event, allowing large groups of friends and fans to meet, celebrate, drink beer, and get “revved up” for the game.

According to www.tailgating.com , the statistics for tailgating are:

•College educated male
•Between the ages of 35 and 44
•Spends over $500 a year on tailgating food
•Attends and/or hosts 6-10 Tailgate Parties each season.
•Uses separate coolers for food and beverages.
•Travels less than one hour to get to the game
•Tailgate party begins 3-4 hours before kickoff

Beer is a major part of tailgating, because it allows fans to save money rather than buying overpriced beer in the stadium. Some fans won’t even enter the stadium; they’ll just stay in the parking lot the whole game. Its apparent that tailgating usually entails cheaper beer, to accommodate cheaper food. The same goes for inside the stadium. Most sports fans would rather buy cheaper beer in order to feel the buzz, than buy more expensive beers.
Micro brewed beers are not as common during tailgating parties or during the games. Some fans will buy the more expensive types of beers, but only in certain “higher class” bars located in the stadium.

If we’re going to position our beer to be a unique, micro-brewed experience, we will want to avoid the entire tailgating demographic. Larger companies such as Budweiser or Miller produce so much beer that they use cheaper ingredients to hit their numbers. They also sell a large number of canned beers, because it is cheaper to produce.

The company we brand needs to be unique and stand out against these larger beer companies. While canned beers and tailgating parties scream cheap, our company should instead stand for high quality and taste.




http://www.orangepower.com/archive/index.php/t-73397.html

http://www.bloggingstocks.com/2009/11/19/jockstocks-tailgating-policies-wont-affect-real-fans/