Need Help with UFO!

[Emerson]

Hi. I'm a marketing student at Emerson College and we are doing a case study on Harpoon's hefeweizen, UFO. Our group needs to put together a mock marketing campaign with UFO drinkers in mind, but first we need to figure out who UFO drinkers are...

If anyone on this board has tasted/likes/loves UFO and is willing to tell me just a brief description of who you are(work, hobbies, etc.) and why you like/purchase UFO I WOULD GREATLY APPRECIATE IT! Unfortunately, students don't have access to high priced marketing databases that marketing firms do which makes this a challenge to learn about the consumer.

Much thanks in advance!

Bryan

[newportstorm]

Best of luck with your study. I am a Hefeweizen fan, but not a UFO fan for one simple reason - it'snot a hefeweizen. It's an American Pale Wheat beer, that happens to be unfiltered. And not a great one at that. At least Harpoon (whom I like as a brewery) admits such on their website:

http://www.harpoonbrewery.com/beers/ufo/index.htm

Yet, it begs the question, why call it a hefeweizen at all when they know it isn't? Because it's easier to slap a style on the bottle that sounds exotic, sexy and most people have no clue about the style anyhow. Pure marketing. For that, Harpoon is wrong. Just as any other American brewer calling their pale wheat ales 'Hefeweizen' without remotely attempting to capture what the style is all about. Try using an authentic Bavarian yeast. Try actually using a healthy amount of wheat (>50%). Don't filter it. Bottle-condition it. Feel free to put your own spin on it, but respect the name and style as it's been for centuries. Harpoon isn't alone here - Widmer may be the biggest offender, pushing their "Hefe" as the epitome of the style here in America. Perish the thought!

Again, good luck with your study. I'm sure you'll get some interesting responses.

Cheers!

BTW - 30 yo male, corporate sales, college graduate, married w/ 1 child, loves craft beer, college sports, cycling, cheesy horror flicks. Gawd, this sounds like a personal ad! :D

[haaseg]

I agree with newport. I love a good hefeweissen, and UFO does not fit this bill.

Perhaps it should be marketed more towards the main stream... those that drink cases upon cases of Swiller Lite or Crudweiser.

Perhaps you should start by finding people who DON'T like hefeweissen, and find out what they don't like about it... I'm sure you'll find your marketing edge there... "the hefe for those who don't like hefe" or something like that.

I think it has to do with the yeast - the stuff that usually sits in the bottom of a bottle of good hefe that is suspiciously missisng from UFO. There is a difference between dumping the yeast cake off the bottom of the fermenter and filtering the beer. I think you'll find that UFO is missing those banana and clove-like esters that are an important trademark for the style.

Go out and do an A <-> B comparison between UFO and something truly idicative of the style... like a Hoegaarden or a Franziskaner Hefe-Weisse. I think you'll see what we mean.

[wortchillergoal]

I like the beer though not true to style. I find it enjoyable after playing a hockey game and for home when I am in the mood for aomething lighter. Not my first choice but iI will buy it.

Male 46/ white/ married/ one child/ one step child

hobbies brewing/ model railroading/ playing hockey

Job Grocery store Bakery manager

2 car household

Son of an undertaker

Hope this helps.

[Emerson]

Hey guys. Thanks for the replies.

First, I understand your point of views in terms of liking/disliking UFO. The research that I have done has already pointed out some of these falacies, but unfortunately I don't have time in the semester (shortened summer class) to really come up with brilliant ways to differentiate a TRUE hef from UFO and others in a campaign.

Our thought is get those who LOVE UFO or atleast LIKE it enough to buy it on a semi-regular basis and try and apply their demo/psychographics traits into a campaign that would bring in those on the fence. Essentially its like converting an undecided vote to republican as opposed to converting a democrat to republican. Or so we think....

Anyway, thanks again and anyone else that could comment on UFO and their traits would be great. General observations/comments are welcomed too! Thanks a ton.

Bryan

[jlttb]

I have to first say that I am responding on my husband's log-in. I agree with all those complaining that UFO is not a true hefeweizen. I Just don't think about what they call it. I enjoy the beer. I first tasted it while on a tour of Harpoon and was enamoured from the beginning. I like the unique name. I like the color. I like the flavor. It has a slightly bitter flavor that compliments typical beer-food. I love that not everyone I know drinks it. I am not a beer-swilling lug that will drink bud or the like. I have a discerning palatte, and drive my husband crazy because I won't drink just anything. My stats are: 40-year old female, college grad, catastrophe-modeler, beer brewer, volunteer EMT, Brownie leader. And, I like the label.

[wortchillergoal]

Originally posted by jlttb
I have to first say that I am responding on my husband's log-in. I agree with all those complaining that UFO is not a true hefeweizen. I Just don't think about what they call it. I enjoy the beer. I first tasted it while on a tour of Harpoon and was enamoured from the beginning. I like the unique name. I like the color. I like the flavor. It has a slightly bitter flavor that compliments typical beer-food. I love that not everyone I know drinks it. I am not a beer-swilling lug that will drink bud or the like. I have a discerning palatte, and drive my husband crazy because I won't drink just anything. My stats are: 40-year old female, college grad, catastrophe-modeler, beer brewer, volunteer EMT, Brownie leader. And, I like the label.

Did you become a catastrophe-modeler after being a Browine leader?

[TOBP_Steve]

Hefeweizen are my single most favorite style. Love em. Did not love UFO. In fact, I hated it. Now, this is just my opinion, but not only did I dislike it as a Hefeweizen, which it's been established it isn't, but I also disliked it as a beer. It just didn't taste good to me at all. Now, everyone has different taste buds, so I'm not ripping on those that did like it, I just personally did not like it. It was weak, the background flavors that should be in a hefe (citrus, banana-clove) were non-existent, and it was also overpriced on top of that.

Now, I have a friend who isn't a big hefe fan, and he liked it a lot, he said it was refreshing and perfect for a hot day.

If they were to market it, I'd suggesting offering it as a stepping stone to the craft-beer industry, but nothing more. First, I'd improve the recipe. Try to make it like an actual hefe. Harpoon is big enough, they have the resources to do that. THEN market it as an American-made alternative to imported Hefe's, but marketing this as a hefe is like marketing a Ford Explorer as fuel efficient just because it's more efficient then other SUV's.

32 yo white male, married w/ 2 children, single income, 2 car family, 4 year college degree, employed in industrial sales, hobbies include beer, taking brewery tours, travel, watching hockey and college football, coaching child's soccer team.

[HogieWan]

Originally posted by haaseg
Go out and do an A <-> B comparison between UFO and something truly idicative of the style... like a Hoegaarden or a Franziskaner Hefe-Weisse. I think you'll see what we mean.

Hoegaarden is also NOT a hefe - it is a wit (white) beer. They are similar, but not the same. Now Franziskaner is an excellent (and delicious) example!

[haaseg]

You are correct - my mistake.