Yesterday I wrote a blog post called “5 beer spokesmen and what businesses can learn from them about marketing“. Right after I posted it, I read this excellent article on Stealing Share about beer markets and how they can increase market share.
The article walks readers through the process of analyzing beer markets and finding a good opportunity in the market’s “whitespace” for beers to gain market share.
This article, posted in 2008, identifies some whitespace in the beer market in the imported-beer/special-occasion market. (I’ve embedded the image from their blog)
This is exactly the space that Dos Equis is playing in right now. You can tell by their slogan, “I don’t always drink beer, but when I do, I prefer Dos Equis.”