Identifying Target Markets Primary Target: Go Getter. Young. Active. Free. Asher Maia Age: 25 Occupation: Sous chef Lives: Madison, WI Hobbies: Biking, climbing, concerts, travelling, cooking, trying out new places around town Favorite Beer: Ale Asylum - Bedlam Age: 24 Occupation: Writer/Waitress Lives: Madison WI Hobbies: Biking, hiking, thrift shopping, concerts, travelling, exploring Favorite Beer: Vintage Brewing Company - McLovin Meet Asher and Maia. Asher is from the Twin Cities and Maia is from Milwaukee, but they met in their junior year at UW-Madison while studying abroad in Paris. The two graduated in 2015 and are living on the east side of Madison with their husky, Skylar. They share a car, but prefer to bike when the weather is nice. Health and the environment are important to them, and biking is an easy way for them to stay active while cutting down on their carbon footprint. They like to stay on top of fashion trends, but buy most of their clothes at second-hand and vintage shops. It’s more satisfying for them to own something unique. In the summer, they love hiking around local state parks, climbing at Devil’s Lake, and going to outdoor concerts. At night, you can almost always find them relaxing on their favorite dive-bar patio with friends or trying new places around town.
Secondary Target: Free-Flyer. Young at heart. Independent. Adventurous. Audrey & Paul Age: 56 Occupation: High school teacher & environmental lawyer Lives: Milwaukee, WI Hobbies: Biking, trying out new bars and restaurants, record shopping, camping, visiting their children, hosting friends, pub crawling through Madison and Milwaukee. Favorite beer: Lakefront Brewery – Riverwest Stein & Lagunitas Brewing Company - IPA Meet Paul and Audrey. They raised two children, Bennett and Maia, in the Milwaukee’s River West neighborhood. They’ve always loved local, craft beer, but when their kids left home they really started exploring the city and trying out new brews. Young at heart, they keep up an active life, pursue their hobbies and make the most of their time. When the weather’s nice, they often enjoy biking to a local brewery and enjoying a few beers on the patio before taking the scenic route home. They taught their children to appreciate quality brews at a young age, and always enjoy sharing their newest favorites when the family’s back together. • 11 •