Beer Identity: Target Audience

Target audience, provided by the client:

Target reader / audience (include reasons)

18 – 30 year olds are the most likely to want to see a publication of this type. This is because much of the provided information will be about people of these ages.

Upon further discussion the client explain the publication is likely to be sold within pubs/bars selling craft beers such as Belgrave Music Hall, Headrow House and Beermoth. Consequently the publication needs to fit in within these environment.

Belgrave Music Hall:
Musical hall and canteen featuring three floors existing of 2 bars and event space and roof terrace. From my experience at Belgrave I've determined the following about it target audience:
– students
– artist
– musicals
– aged between 18-30
– mixture of craft beer, cocktails and mainstream beers

Headrow House:
Beer hall and roof terrace, offering over 60 beers from around the world. Headrow House features a number of craft beers attracting more young professionals than students due to offereing more expensive craft beers/drink in comparison to Belgrave. The following are observations I've determined about there target audience:
– young professionals
– some students
– aged 18-35
– focus on craft beer

Beermoth:
Beermoth cafe is an extension of a craft beer shop in Manchester selling local brewed beer as well as beer from across the UK. Beermoth cafe attracts beer enthusiasts of all ages from 20-50 being slightly more expensive due to offering high quality craft beer. 
– craft beer enthusiast
– ages 20-50
– more focused on craft beer when compared to Belgrave and Headrow which focus on atmosphere as well.

North Bar:
Specialises in craft beer as its one of Britain's first craft beer bars. North Bar attracts multiple groups of people such as:
– young professionals
– creatives
– students
– aged 20-35

Reflection:
Upon looking into the bars the publication would be sold in I feel the personalities need to be shown through the design of the publication itself such as breaking the grid based on how drunk the personalities would be. The use of altering the layout speaks to a visually literate audience which is the type of beer drinker which would frequent the bars above, especially due to the large creative industry within Leeds which are more likely to go to independent establishments like North Bar or Belgrave rather than chain bars/pubs.