mktg371 subcultures of consumption written report
TRANSCRIPT
San Diego State University
MKTG 371: Consumer Behavior
Subculture of Consumption
Spring 2015
Marissa Garcia Shannon Lubar
Amanda Ramirez Andrew Willetts
Table of Contents
Executive Summary……………………………………………………………………………….3
Ballast Point History……………………………………………………………………………....4
Unique Service Proposition……………………………………………………………………….6
Competitors………………………………………….…………………………………………….6
Marketing Strategy…………………………………….…………………………………………..7
Cause Related Marketing………………………………………….………………………………8
Target Market……………………………………………………………………..……………….8
The 4Ps of Marketing……………………………………………………………………….…….9
Social Media……………………………………………………………………………………..12
SWOT Analysis………………………………………………………………………………….13
Low Informant Profile and Analysis……………………………………………………………..15
High Informant Profile and Analysis…………………………………………………………….17
Recommendations………………………………………………………………………………..19
Association Maps………………..…………………………20(low informant)/21(high informant)
Low Informant Interview………………………………………………………………………...22
High Informant Interview………………………………………………………………………..28
References………………………………………………………………………………………..34
Executive Summary
Ballast point began as a home brewing experiment out of a UCLA dorm room and has
now become the 23rd largest brewery in the United States. Over the last 20 years, this craft
brewery has taken off and now achieves over $73 million in revenue and is continuously
expanding. We set out to find what makes this seemingly typical craft brewery, anything but
typical. Ballast Point is well known for their award winning beers and nautical artwork. With
national beer awards won time and time again, it’s no wonder consumers are drawn to the San
Diego brewery. We found that since Ballast Point originated in the craft brewery ca
pital of the United States, our high informant chose Ballast Point because he is brand loyal to his
hometown brewery and also enjoys high quality beer.
Ballast Point History
Ballast Point is a brewing company who was founded by Jack White. He seemed to grow
bored or the recurring beers found at local stores, so his roommate Pete A’Hearn, and him
decided to brew in their apartment at UCLA. As they began their adventure into at home
brewing, they came across a lot of obstacles gathering the necessary materials. It is not as easy as
going down to the grocery store.
From there, Jack decided that he would open his own mart that would allow people to
access the necessary materials for at home brewing both easily and conveniently. Thus Home
Brew Mart was opened in 1992. From there, Pete was able to continue his studies and achieve
his “master brewer’s certificate” from UC Davis.
Furthermore, the two of them teamed up with Yuseff Cherney, a man who also enjoyed
home brewing. Yuseff was then hired as the first employee at Home Brew Mart’s and selected to
assist in the organization of the brewery located “behind the shop”.
Ballast Point was then developed years later in 1996. Their philosophy, “has always been
doing what we love, and making what we love to drink”. The name came about from a fishing
hobby that both men enjoyed. The labels are an indication to their consumer to continue doing
what makes you happy and what you love to do, which is what fishing was to Jack and Pete.
Although the brewery located “behind the shop” was convenient, it grew to be more and
more well known; however, in 2004 they decided to re-locate to a more spacious area in Scripps
Ranch. From there, they decided to actively work and strive to accommodate the wants of their
customers, from a beer prospective.
Furthermore, they were able to establish a well known beer brand, and were thinking of
how to continue expanding to make Ballast Point the absolute best. The men who had already
started it all decided to overcome an entire new “beast” being distillment. Today, Ballast Point
has 14 different options of alcohol.
From where it all began, at Home Brew Mart, to now it continues to be a core location for
people to come and pursue their passions in brewing. They also offer an interactive area for
people to enjoy Ballast Point beer from what started from home brewing in itself. Within the last
few years, Ballast Point has outreached to a new location in Little Italy that is dedicated to the
development of new products as well as testing current ones.
Unique Service Proposition
Ballast Point has a unique service proposition of upkeeping their products with a high
quality and creating award winning craft beers. They create award winning craft beer. Their goal
is to bring people better beer through expanding on traditional techniques. Though these are
“cherished” they still love to continue bettering their beer. One of their motto’s is: “helping you
make great beer since 1992”. They have brought quality to people for years, and plan to continue
bettering and growing as a large brewery.
Competitors
San Diego is in the heart of the Craft Brewery world. No other city comes close to the
number of craft breweries that San Diego has to offer. That being said, Ballast Point faces fierce
competition. The most notable craft brewery in San Diego and highly recognized around the
nation is Stone Brewing. Other notable Craft Breweries in San Diego are Green Flash, Pizza
Port, Coronado, Ale Smith, Lost Abbey, and Rip Current. Even with all these other competitors
Ballast Point still continues to innovate and grow and are one of the most well-known craft
breweries in San Diego and are beginning to establish themselves in other parts of the nation.
Marketing Strategy
Ballast Point, like many other craft beers, is in the process of growing itself on a national
level. They began as a small brewing company and continued to gain more attraction as they
continued to introduce various types of beer and liquors. As they continued to expand and grow,
they ran into the problem that many craft beers face: how to differentiate themselves on a
regional and national level. They created the tagline “Dedicated to the Craft’ to convey their
passion for brewing and showcase the brand’s personality. During the time of revamping their
brand, they changed the logos of their beers to include a bolder and more legible font, as well as
more artistic and visually appealing artwork on their beers, spirits, and home brewing supplies.
Ballast Point is well known for their fishing and angling artwork. Most of their beers are named
after, and showcase, a type of fish, such as in their most famous beer, the Sculpin IPA.
Ballast Point made a major marketing move by being the first craft brewery to be in the
high-traffic area of Petco Park; this is area is usually reserved for big name brands, such as Bud
Light. This area was named the Ballast Point Beer Garden. After an overwhelming response,
they expanded to another location, called The Draft which opened on Opening Day in 2014.
Upon recreating their brand, Ballast Point also redesigned their website with an
innovative, clean, and fresh look. They feature their beers, spirits, and home brewing line that
can accommodate their anticipated growing product lines in the years to come. Ballast Point
focuses on conveying their dedication to the art of craft beer. Not only do they highlight their
native San Diego roots with their fishing and angling named beers, but they also promote the
countless awards they have won over the years. Their awards promote a higher and more
prestigious quality to their brand and capitalize on its value. Consumers see the value in their
beer, as well as its relatively low cost and delicious taste.
Cause Related Marketing
On their website, Ballast point has a section titled “donations.” They say that they love
sharing what they love to drink, especially if it’s for a great cause. It’s easy for an organization to
approach Ballast Point to gain some donations, and Ballast Point is happy to help. This seems to
be the only form of cause-related marketing they participate in. Ballast Point is not heavily
involved in the community because their target market is usually more wealthy and they it would
be unlikely they would generate any increased sales from hosting a charity event. It is important
to note that few other craft breweries are heavily involved in the community; however, the
macro-breweries, such as Anheuser-Busch, Coors, and Miller, are almost always do some form
of cause-related marketing.
Target Market
Ballast Point’s target market is made up of individuals from the ages 21-31. Potential
customers include but are not limited to legal drinking age beer drinkers. This age demographic
is young typically without children and have extra spending cash. This target market’s hobbies
tend to be outdoor activities such as fishing and hiking. The brewery has values around fishing
and San Diego pride and thus sells to individuals who are likeminded.
The 4Ps
Product
Ballast Point has various different products they offer to the community including but not limited
to beer, vodka, whiskey, rum, gin and liqueur. Despite offering different spirits, Ballast Point is
best known for their wide array of beers. The customer that is buying Ballast Point’s beer is
anticipating a quality beer that they know will be consistent time and time again. Ballast Point
offers their customer favorites year round as well as releasing limited batches to entice customers
to try the latest seasonal flavors. The Ballast Point logo is one that many San Diego residents
have come to know and love. Their packaging differs slightly when buying different forms of the
beer. On their beer cans that they sell they have the brewery’s logo to highlight them as a
brewery. When you switch from a can to a 16oz glass bottle you will find the Ballast Point logo
but it will be at the bottleneck instead of plastered across the front. Instead of the large logo
centered on the bottle you will find artwork that is beer specific, typically an image of a fish or a
nautical illustration. The last bottle differentiation worth noting is that of the 22oz bottle. On this
large bottle, the general brewing logo makes no appearance at all and instead it is the individual
beer’s artwork. Ballast Point has a consistent look that is designed by their resident artist, Paul
Elder. Paul exemplifies San Diego’s lifestyle and is a part of the Ballast Point success.
Place
Buyers of Ballast Point initially were locally in San Diego but now they have started to grow a
bit outside of San Diego. The customers can typically expect to find the Ballast Point beers in
cans or bottles at their local grocery store or liquor store. If a customer resides in California, they
also have the additional option of purchasing a handful of the Ballast Point beers online. If the
customer wants the full Ballast Point experience however, they can go to one of the four
locations in San Diego. Each of the four locations is open every day where patrons can indulge in
tasting the many craft beers Ballast Point offers. On their website, they claim to have 62 different
beers, of which, only 23 are available for purchase at locations that are not a Ballast Point tasting
room. For the avid craft beer drinkers craving an un-bottled or can Ballast Point brew, they can
make the journey to Scripps Ranch, Miramar, Little Italy, or the Homebrew Mart. Many of the
Ballast Point competitors also have storefronts and tasting rooms that patrons can visit. Stone
Brewing Co, for example, has 6 company stores as well as two bistro and garden locations. With
San Diego being the craft beer capital of the world, it seems that no matter where you look, you
will find tasting rooms or beer bars that have some of the best craft beer in the country.
Price
For the craft beer industry, many of the customers are willing to pay a higher price for a higher
quality of beer. When the customer goes to the brewery they will get the cheapest price of said
beer but typically customers that are very loyal to their beer are willing to pay the extra few
dollars for the convenience of drinking at a different location. Most of the craft beers are around
the same price give or take a few dollars and because of that, majority of customers are loyal to a
specific beer if they enjoy it. The extra few dollars does not tend to be a deal breaker for avid and
loyal customers. As far as the rest of the beer drinkers that are not loyal to a brand or beer, they
tend to be more price driven and will typically chose the cheaper of the beers offered. The price
for the Ballast Point beers at a non-Ballast Point location tend to be on the more expensive end of
the craft beer world but since their beers are high quality and have great drinkability, many
people still order it. Most of the discounts offered to Ballast Point patrons are offered if they are
drinking at a different bar. However, Ballast Point will do $5.00 flights for three samples which
is more likely than not the best bang for your buck while allowing the customer to try a multitude
of beers.
Promotion
Ballast Point is mainly promoted through word of mouth instead of the traditional advertising.
Because San Diego is the beer capital of the world, the craft breweries tend to speak for
themselves. Instead of spending money on advertising, Ballast Point puts on events such as
“Beginner Brew Class” or “Hoppy Yoga” where the customer pays a small fee ~$15 to attend a
course and enjoy a beer afterwards. This type of promotion is great because it brings in the
customer to learn and then they will most likely stay after for another round of beers. Another
popular promotional technique they use is having food trucks come to the tasting rooms.
Partnering with a food truck allows both Ballast Point and the food trucks to draw customers in.
These events that Ballast Point puts on are very similar to what the other local breweries are
hosting. The classes help give the breweries a personality and create a sense of community while
the food trucks give customers another reason to come.
Social Media
Ballast Point, being the second largest brewery in San Diego, has created a loyal
following on social media. They are on all of the major social media sites including, Facebook,
Twitter, Instagram, LinkedIn, and YouTube. Ballast Point uses the same content for Facebook,
Twitter, and Instagram, with little variation in pictures and content on the various sites.
However, they still have an extremely loyal brand following with high engagement with their
posts. Their Facebook page has over 80,000 page likes and has continued to increase steadily in
the past few years. Their twitter page has gained over 50,000 followers and their Instagram page
has over 38,000 followers. One unique aspect that Ballast point uses is YouTube. They have
many videos that give a tour of the brewery, the brewing process, and taste tests. Ballast Point
receives a lot of secondary social media because various beer aficionados post reviews of the
beer, most of them being extremely positive. This San Diego brewing company also saw a large
increase in following upon their release of their new hot Sculpin IPA, which combines habanero
flavorings with their traditional Sculpin IPA. Ballast point also receives attention from various
beer bloggers both on a regional and national scale.
SWOT
Strengths:
One of the biggest strengths of Ballast Point is that it offers 62 different types of Beer.
They offer all different types of Ales (Red’s, IPA, Pales, Amber’s, etc.), Porters, Lagers, Stouts,
Pilsners, and Saison’s. This vast number of different beers means Ballast Point can appeal to
almost all kinds of beer lovers. Even for beer enthusiast, they have the opportunity to try unique
beers such as, Sour Wench Blackberry Ale, or Three Sheets Barley Wine Ale. Ballast Point
really goes above and beyond with all their different brews and it is safe to assume that any beer
lover would find multiple Ballast Point Brews to fall in love with.
Weaknesses:
It is important to remember that Ballast Point is a Craft Brewery. That means that Ballast
Point’s market is no where near the size of traditional breweries (Anheuser- Busch, Miller,
Coors, etc.) The Craft Brewery Market is much smaller and there are many more craft breweries
making the market very competitive and cutthroat. Another weakness is that Ballast Point is
aimed for more towards the fishing market, as their beer names suggest (Longfin Lager, Big Eye
IPA, Black Marlin Porter, etc). Much of the United States does not fish very much so this type of
Beer would not be as appealing to them.
Opportunities:
Just this past December at the 2014 New York International Spirits Competition, Ballast
Point Brewing was awarded, California Distillery of the Year. This was the second consecutive
year that Ballast Point won this award. This award shows that Ballast Point is beginning to
become recognized not just in San Diego, but throughout California and even into other regions
in the nation. Ballast Point also has inserted itself into Petco Park, home of the San Diego Padres.
At Petco Park, Ballast Point offers 8 different types of their Beers, which is 4 more types than
any other Craft Brewery offered at Petco Park. Which again shows how Ballast Point is showing
the rest of us how they that perfect beer for all of us beer lovers.
Threats:
Every single year it seems as if another popular craft brewery pops up in San Diego.
Considering San Diego is already the Craft Brewery Capital of the World, it is important that
Ballast Point continues to grow and innovate and attempt to separate itself from the rest of the
pack. But it must not over extend itself at the same time, so Ballast Point must be very careful
how it continues to develop.
Low Informant: Dalton Theis
Consumer Profile:
Dalton is a 21 year old student living in Pacific Beach, California. He is a very active
individual who goes to school and works at the Wavehouse in Mission Beach. Dalton exercises
regularly and often eats very healthy. He is not a heavy drinker but does enjoy a nice alcoholic
beverage every once in awhile. He does not have brand loyalty towards any one beer, but his
favorite types of beers are the local craft breweries as well as Firestone and Lagunitas. When
buying beer, cost is not much of a factor for him. He understands that you get what you pay for
with beer, so he will spend a few extra dollars for a higher quality beer.
Analysis of Low Informant: Dalton Theis
It was interesting interviewing Dalton because he had difficulty answering many of the
questions. He had never previously considered the psychological reasons he purchases beer, but
after our interview he learned a lot about himself. For example, during the laddering section of
the interview he was asked a few basic questions that he struggled with. He said he likes beer
because of the taste; the taste is important because it allows him to become more intoxicated and
it relaxes him. It is important for Dalton to be relaxed because he lives a very stressful lifestyle,
as he is going to school to become a doctor. Having a few drinks every now and then, and being
relaxed, allows Dalton to escape all the stress and re-energize himself for the next load of work
he must complete.
Dalton’s associative map was also very interesting. Dalton see’s a somewhat strong
correlation between the price of a beer and the trendiness or traditional of the beer as well. So the
cheaper the beer the more traditional, the more expensive the beer is the more he views it as
trendy. He views the major breweries in the US and traditional and the craft breweries as more
trendy.
Dalton found the What/If section of the interview pretty interesting and fun. He is a big
fan of country music and when asked about what song reminds him of Ballast Point he said This-
Darius Rucker. To answer this question Dalton said he imagined himself sitting on a porch
drinking a Ballast and in the background he would have some uplifting country music playing,
which is why he chose the Darius Rucker song. When asked him what song reminded him of
Bud Light he again imagined where he would be drinking the beer. In this case Dalton imagined
himself at a country concert drinking Budlight out of a red cup which of course meant that the
song that reminded Dalton of Bud Light was Red Solo Cup-Toby Keith.
Overall Dalton doesn’t have any brand loyalty towards any specific beer, but he
definitely has loyalty towards specific types of beer. Dalton loves craft beer and while Ballast
Point may not be his favorite craft beer he still enjoys a nice Ballast Point Pale Ale every now
and then to mix it up. When comparing Dalton’s personality to Maslow’s Hierarchy of Needs
beer would be somewhere near the Self-Actualization. As discussed earlier Dalton likes beer
because it helps him relax and re-energize himself which allows Dalton to work harder in order
to reach his full potential. Beer is not self-actualization for Dalton, but it is a tool that Dalton
utilizes in order to reach self-actualization.
Lastly, Dalton really enjoyed our interview. He said that while he was helping us we
were also helping him. He learned a lot about the psychology of his decision making and realized
things that he has never previously thought about before. His wide array of beer knowledge and
lack of brand loyalty to any beer really helped give us a clearer picture of the psychology behind
someone and their purchasing habits.
High Informant: Paul Wentura
Consumer Profile:
Paul is a 25 year old student living in San Diego, California (just about a mile away from
SDSU). He is a very active individual who goes to school and works at Oggis Pizza Express at
SDSU as the beer buyer. Paul surfs regularly and often eats very healthy. He is not a heavy
drinker but enjoys a beer or two after a day of school or work. He is brand loyal towards Ballast
Point, when buying anything aside from Ballast Point he only buys beers that are local craft
breweries. When buying beer he likes to stick with Ballast Point and will occasionally try a
different brand if it is very unique and has heard people talking about it.
Analysis of High Informant: Paul Wentura
Interviewing Paul was interesting because he too had a very difficult time answering the
questions. When interviewing him he did not understand what most of the questions had to do
with his beer purchase and why it would be of interest to marketers. Throughout the questioning
of Paul we were able to learn why he has such a strong attachment to Ballast Point as opposed to
other beers.
Growing up, Paul lived in Ramona, CA, not too far from SDSU. Since he grew up surfing
and participating in typical San Diego activities, he has strong feelings towards enjoying the San
Diego culture. Because of such strong affiliation with San Diego’s culture, Paul somewhat
unintentionally has become a Ballast Point groupie. Ballast Point is a brewery that goes hand in
hand with cultural movement in relation to San Diego. Since San Diego is the craft beer capital,
there are many different upcoming breweries trying to put their stamp on the San Diego market.
Ballast Point was one of the original powerhouses and their Sculpin IPA has quickly become not
only a rite of passage for San Diegans, but is also seen to be a beer of sacred consumption. As
a result of San Diegans loving Sculpin, the Sculpin line has too become Paul’s go to beer.
When asking Paul to complete his associative map he struggled with where to put a
handful of beer that seemed obvious to the interviewer. We have concluded that because of
Paul’s dedication to Ballast Point, he has much higher expectations for his beers and as a result
viewed traditional beers to be different than a non-beer drinker. On the other hand, he viewed a
lot of the San Diego favorites as being trendy beers and feels that they will not be San Diego
staples for long, unlike Ballast Point’s Sculpin.
Paul found the What/If section of the interview to be very frustrating and confusing.
Since Paul studies philosophy he enjoys analyzing the world around him. However, he never
thought about the deep psychology about his beer purchases or anything farther than the
reasoning he supported Ballast Point (because of their quality beer), and so, he would get
flustered when we asked him odd questions. For example, when asking him what color he would
describe Ballast Point as he wanted to say it is more like a 94 color crayon box and it could be a
multitude of colors. When asked the same question about Bud Light, he said it would be a lot
simpler of a color and would thus fall in a 12 color crayon box. Instead of giving a
straightforward answer, he found he was struggling to answer questions without giving a full
explanation like any philosopher would do. ‘
By the end of our interview, Paul felt that he was able to see his beer purchases from a
different light. He hadn’t looked too closely into the reasoning of his purchase history and
loyalty aside from wanting to support local breweries but that after discussing it with him it made
more sense. Paul’s position as a beer buyer and love of craft beers made him attractive to see
what makes him a brand loyal consumer and was fascinating to apply our semester’s knowledge.
Recommendations
We recommend that Ballast Point continues to expand their products. Not only
would this create more revenue for the company, but it would expand their outreach to
far more customers as well. Another recommendation would be to continually uphold
their core values in the products they make. It becomes evident to consumers when
quality is being lowered. In today’s society, people only want the best of the best, and the
way to do that is keeping the core ideals of making quality craft beer a primary priority.
A final recommendation that could bring something new to the table would be signature
promotions .Engagement of the public has skyrocketed with new social media outlets in
today’s society. Promotions via these outlets are key sources to successful branding as
well as educating consumers as to what is new and exciting.
Low Informant Interview: Dalton Theis
Andrew: Dalton what is your favorite type of beer?
Dalton: Stone Pale Ale
Andrew: Are you brand loyal to this beer?
Dalton: No, I like all types of beer but if I was celebrating something or treating myself I would
buy Stone Pale Ale.
Andrew: How often do you buy beer?
Dalton: Like I said earlier I am not a heavy drinker so I usually buy a 12 pack around every 2
weeks or so.
Andrew: What factors lead to the decision on what beer you buy on a given day?
Dalton: It all depends on what event I am drinking for. Whether its a long outing or am I trying
to get drunk fast. Whether its an indoor or outdoor event, am I just relaxing with friends or trying
to meet new people. Essentially all the social aspects play a role in my purchase decision of beer.
Andrew: How many times have you drank Ballast Point in your life?
Dalton: I would guess around a dozen times.
Andrew: What are your thoughts on Ballast Point?
Dalton: I really like Ballast Point, I enjoy the fact that they are a local brewery so I have no
problem paying the extra money to support them.
Andrew: What is your favorite type of traditional beer?
Dalton: Bud Light
Andrew: What do you like about Bud Light?
Dalton: It quenches my thirst and they are easy to drink when I am outside relaxing.
Andrew: How often do you drink Bud Light?
Dalton: I do not drink Bud Light that often because I prefer the local breweries, both because I
find that they taste better and I am supporting local companies.
Andrew: What is your favorite craft brewery?
Dalton: Firestone
Andrew: What do you like about Firestone?
Dalton: I like how much variety they have with their beers. All their beers have a nice crisp taste
with a smooth finish. One day I might be in the mood for their pale ale and the next day I am in
the mood for their 805, blonde ale. They are also brewed in San Luis Obispo, which is a place I
enjoy visiting.
Laddering:
Andrew: What do you like best about Beer?
Dalton: I like how beer leaves a nice taste in your mouth that makes me want to drink more of it.
Andrew: Why is that specific attribute important to you?
Dalton: So I can get more drunk?
Andrew: Why do you like getting drunk?
Dalton: I like getting drunk because I am more relaxed and its a good way to relieve stress for a
little while and just have fun.
Andrew: Why is it important to relieve stress and have fun?
Dalton: Because with my current school load and work load I am always on the go and to be
honest I get burnt out. Having those few times where I can drink beer allows me to re-energize
myself for the next round of work and further allow myself to push forward in life.
What If Questions: Ballast Point (BP) vs. Bud Light (BL)
Dog:
BP: Thoroughbred Golden Retriever
BL: Mutt
Sports brand:
BP: Air Jordan
BL: Champion
Upper or lower division class?
BP: Upper
BL: Lower
Automobile:
BP: Bentley
BL: Ford Taurus
Corporation:
BP: Apple
BL: Radio Shack
Color:
BP: Sapphire
BL: Brown
Professional Football Team:
BP: New England Patriots
BL: Jacksonville Jaguars
Professional Baseball Team:
BP: New York Yankees
BL: Houston Astros
Theme Park:
BP: Universal Studios
BL: Six Flags
Animal:
BP: Bald Eagle
BL: Raven
Song:
BP: This-Darius Rucker
BL: Red Solo Cup-Toby Keith
University:
BP: UCLA
BL: Humboldt State
Country:
BP: Spain
BL: America
Famous Person:
BP: Gabriel Macht (Suits)
BL: Rob Schneider
Book:
BP: 50 Shades of Grey
BL: American Sniper
High Informant Interview: Paul Wentura
Marissa: What type of book would these beers be?
Paul:
BP: Hemingway or some kind of a philosophy book or poetry
BL: Dr. Seuss Green Eggs and Ham
Marissa: Which famous Person would the beers be?
Paul:
BP: Someone with a beard and a man bun and a lot of rings on his fingers. Johnny Depp
or Leonardo Decaprio. Anyone hipstery
BL: John Wayne
Marissa: If your beer was a restaurant, what would it be?
Paul:
BP: American style breakfast – because that’s my favorite style of food to go with my
favorite beer
BL: sports bar
Marissa:If your beer was a dog, what type of dog would it be?
Paul:
BP: Ummm I guess a golden retriever because I enjoy beers of the golden yellow light
color or I would pick a herding dog because it is a working dog and I would like that
because I would want to drink a working man’s beer.
BL: Dalmatian
Marissa: If your beer was a sports brand, what would it be?
Paul:
BP: It would be watersports because I live in san diego and the beer here is near the
coastal town
BL: NFL
Marissa: Would your beer be an upper or lower division class?
Paul:
BP: I guess an upper class because I do enjoy something complex
BL: Lower
Marissa: What type of automobile would your beer be?
Paul:
BP: Something exotic, and sharp – like a businessman’s vehicle, maybe a bmw.
BL: pickup truck or sedan
Marissa: What corporation would your beer be?
Paul:
BP: Not a fortune 500 company, wouldn’t even be a corporation, it would be an artisan
shop.
BL: blue collar job. manufacturing or mining
Marissa: What color would your beer be?
Paul:
BP: a 94 color crayon box - probably a seabreeze beachwood sage lemon-zest
BL: a 12 color crayon box- mauve or blue
Marissa: What professional sports team would your beer be?
Paul:
BP: Padres, because they represent San Diego for its history.
Marissa: why not the Chargers?
Paul: Chargers are just a lightning bolt and lightning doesn’t even happen in San
Diego very often.
BL: Patriots
Marissa: What theme park would your beer be?
Paul:
BP: Like an outdoor adventure theme park. Outdoors, surfing, hiking, wildlife – not like a
zoo, no gates. If it were to have animals similar to a zoo you can touch up close but
would have to sign a waiver.
BL: Seaworld, because they are as bad as blackfish says
Marissa: What animal would your beer be?
Paul:
BP: It would be an octopus because it represents wisdom and you would want a smart
brewer so I would have an octopus brewing it
BL: Dog
Marissa: What song would your beer be?
Paul:
BP: Nothing by taylor swift. The Black Keys- Turn Blue
BL: FREE RIDE - Edgar Winter Group
Marissa: What athletic brand would your beer be? (i.e. Nike, Under Armour, Adidas, etc…)
Paul:
BP: I guess nike because it is very streamline, modern and industrial
BL: They wouldn’t be a brand but would be a used sporting good
Marissa: What university would your beer be?
Paul:
BP: I don’t know the name of the university, but it would be a small university based on
small class sizes, hands on and focused on trades. Agriculture, horticulture (the art of
growing vegetables, produce, etc).
BL: Palomar Community College
Marissa: What country would your beer be?
Paul:
BP: Liberal and open minded, forward thinking. Switzerland or Sweden- they are all
about forward thinking.
BL: Muricaaaa
Laddering
Marissa: Do you prefer beer over hard alcohol?
Paul: Yes
Marissa: Why?
Paul: Because it doesn’t get you as drunk as quickly and beer tastes better. Less intoxicated and
be able to appreciate the beer and maybe have one or two.
Marissa: Why do you think beer tastes better?
Paul: Hard liquor is too boozy to enjoy, beer has so many different flavors and is drinkable
where hard alcohol isn’t as appealing as a beer.
Marissa: Why do you prefer to get less intoxicated?
Paul: I don’t like getting to wasted because it isnt fun to get that wasted. I’m getting too old for
that and i would just rather have two beers after work and hangout, do work around the house
and make dinner.
Marissa: Why do you prefer Ballast Point beer over other brands?
Paul: Because they are locally produced beer and are award winning and have been doing it a
long time.They have quite a few beers I enjoy to drink. I have never been let down by any
experience at a ballast point brewery and that is my go to purchase from a liquor store.
Marissa: Are there specific attributes that you find preferable?
Paul: Certain styles, I like certain ones of their beers and drinkability of those beers. I like their
complex flavors but not any specific attribute.
Marissa: How likely are you to buy other brands?
Paul: If there is any other type of beer that is being gossiped about that is being talked about in
the craft beer industry. But I will stick with Ballast Point because they are consistently brewed
well and are my favorite.
Marissa: How many times do you think you have had ballast point?
Paul: At least 500 times.
References
Hernandez, Brandon. "Ballast Point Expanding to Little Italy." Ballast Point Expanding to Little
Italy. N.p., n.d. Web. 29 Apr. 2015.
"A Home Brewer's Humble Dream." Ballast Point How It Began Comments. N.p., n.d. Web. 29
Apr. 2015.
"Ballast Point Announces New Brewery in San Diego." Strategic Brands Marketing. N.p., n.d.
Web. 29 Apr. 2015.
"Ballast Point Sculpin IPA (7% ABV) | Beer Geek Nation Craft Beer Reviews."YouTube.
YouTube, n.d. Web. 29 Apr. 2015.
"Beer Stats." California Craft Beer. N.p., 18 Sept. 2012. Web. 29 Apr. 2015.
"Craft Beer Trademark Battles." Craft Beer Trademark Battles. N.p., 27 Feb. 2013. Web. 29
Apr. 2015.
"Rebranding Ballast Point Brewing & Spirits." Rebranding Ballast Point Brewing & Spirits.
N.p., n.d. Web. 29 Apr. 2015.