As craft ales are mostly aimed at people above the age of 18 it is likely that the guide book will also be targeted to this audience. There have been several surveys that suggest the demographic for craft beers has changed dramatically over the last 20 years, with increasing amounts of people opting for craft beers rather than regular mainstream drinks. Several years prior to the millennium, craft beer was targeted at middle aged white males who were likely to have gone through higher education and had well paid jobs. Nowadays, there is a more diverse range of people who drink craft ales on a weekly basis. Although craft ales are predominantly consumed by males, there has also been a rise in the amount of women drinking craft ales, particularly those who were already wine drinkers.
When considering today's market for craft ales, we can see that there are several thousand competitors that have considered their own target audiences. With this in mind, we can assume that the makers of the products would try to expand their demographic by creating new ways to reach a wider audience. This maybe through the events associated with craft ales or in locations that are associated with different audiences. For example, by selling the beer at a christmas market, it is likely to be seen by younger people who may then take an interest in the product. An example of this being in a different location would be if the craft ales where introduced to student bars and pubs, or other venues likely to be attracting different audiences than usual.
When thinking about how to target the audience for a guide book on craft ale labelling, it would be necessary to first understand who is likely to want this guide as well as people who have an interest in the product.
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