Let’s Get wasted - Students

In a world where students live in various places, at home, at res, and in digs…the level of need and spending varies between where students live and interact. But one common item rings true for all students.Alcohol.

Students drink big, and are willing spend hundreds on weekends on alcohol. Whether it be on an individual purchasing basis or as a group buying effort, alcohol is an important element to their party weekend. According to focus group students, no student event is complete without alcohol being available.

Brand loyalty in this market can be traded up for getting drunk, fast and hard. But some brands fight this battle well.

Heineken is one of these brands that does well according to the focus groups. The brand status is the reason for this brand popularity. It is seen as the drink of choice in bars, clubs, and when just chilling with mates. It is simply the cool alcohol beverage to have at any point.

However when they want to get there fast: Russian Bear is king. Price and the “impact” make the purchasing decision.