Focus Group

Introduction

On April 16, 2015 at Central Washington University (CWU) in Ellensburg,

Wash., sixteen participants, male and female, participated in a Mac and Jack’s Brewery

focus group. All individuals were students at the university and ranged in ages of 21

years old to 25 years old. The questions asked included 1) what is important to them in

terms of beer, 2) where do they go to drink alcohol socially, 3) who do they see as Mac

and Jack’s competitors locally, 4) what do they want to see from this specific brewery?

and 5) what media outlets do you use? The feedback from the focus group will assist in

creating an effective campaign to promote Mac and Jack’s Brewery locally.

Importance

Downtown Ellensburg has multiple bars, but very few of them are frequented by

anyone other than the locals. The Tav, Starlight Lounge and 301 are the most popular

amongst CWU students. These bars/clubs offer an array of alcohol including hard liquor,

beer and wine. Some of the beer, such as Corona, is served in a bottle while, Mac and

Jack’s is served on tap.

Beer in coolers seemed to be less popular amongst the students. The bottles and

cans of beer are usually stored in a back room then brought up to the cooler and placed

when stock is low. Sometimes this doesn’t allow for the beverage to get cold enough and

can make for a dissatisfied customer.

“I tend to order beer on tap because it’s colder and to me, that makes it taste

better,” said Christa Weddle, CWU Student. “If the beer isn’t cold, I won’t drink it and

therefore, I won’t buy it again.” While this may be true, or not, students are looking to

save a dollar any way they can. If there is a beer on special, perhaps at a discounted

price, no matter what, that’s the beer most likely to be purchased, regardless of

temperature.

Competitors

The men and women of the focus group collectively agreed that Manny’s Pale

Ale from Georgetown Brewing Company and Irish Death from Iron Horse Brewery are

the biggest competitors to Mack and Jack’s African Amber.

“When I go out to the bars, I always order a Manny’s or a Mac and Jack’s,” said

Carlos Vega-Garcia, CWU Student. “The taste is similar, but Manny’s is less hoppy

tasting.”

Georgetown Brewing Company is located in Seattle. The beer is sold in the bars

locally but not in the stores, just like Mac and Jack’s. Iron Horse Brewery is native to

Ellensburg and very popular amongst the community.

The Iron Horse Pub downtown is often populated with an older generation. Many

folks are 30 years or older. However, the dark, smooth ale attracts many. “Irish death is

delicious,” said Katie Hovde, CWU Student. “I prefer to drink that over any other beer

even though it attracts the older crowds.”

Promotions

Mac and Jack’s Brewery currently has no promotion outside of their product,

memorabilia and word of mouth. Most students have only heard of the brewery from

their parents or other friends on the West side of Washington State. Social media, such

as Twitter and Facebook, is the best way to inform and reach out to students about

information.

“I use Twitter multiple times a day,” said Marjorie Helm, CWU Student, “and I

follow a lot of my favorite business and organizations. I find out about all the

promotions at Taco Bell this way.” Facebook also has a great way of reminding

individuals about events and incorporating “likes” to generate web traffic.

Informational posts on social media can be boring and generate nothing beneficial

for the company, creativity is important. “I respond best to humor,” said Miranda

Farlow, CWU Student. “It encourages me to interact with that person or business.” The

audience best receives short and sweet messages, images and/or humor on Twitter and

Facebook.

Expectations

Mac and Jack’s Brewery doesn’t have much of a brand in the Ellensburg

community, especially among college students. But a brewery isn’t what students want

to see. “Most people visiting Iron Horse are mid-30’s and older,” said Brienna Petersen,

CWU Student and Iron Horse Brewery Employee. “Students and younger generations

don’t fit in well with the brewery environment.”

The bars frequented by students always have good music and this is important to

them since going out is a very social aspect in their lives. “When I go out, I want to have

a good time,” said Dillon Peterson, CWU student. “I’ll likely go to a place that’s having a

special event, like karaoke.”

As for Mac and Jack’s, students need to be more engaged with their product at the

bar serving the African Amber Ale. Sponsored events at a bar, specials on a certain night

or coupons give students incentive to drink the beer and have good time, the main and

most important reason for their presence.

Conclusion

Students at Central Washington University want to be socially involved with Mac

and Jack’s Brewery via Twitter and Facebook.

Cold beer is a determining factor in taste and if not proper the first time, may

control future purchases for individuals.

When going to the bar, it is a social event amongst friends and therefore, having a

good time is beyond the beer. It must include good music and exciting events.

Breweries are an atmosphere for older generations and not important to college

students, the beer is only consumed if served at the bar.