Abstract:
A huge variety of drinks exist in the beverage market. Every consumer has a
different and specific taste and choice. One might prefer non alcoholic
drinks to alcoholic ones, fizzy to plain, sweet to bitter, fun drinks to food drinks, natural to artificial ... etc. However, the main focus of this research project is on alcoholic drinks. In the liquor sector, the life cycle of each
market starts from a seed stage, to later pass on to a growing stage, to then start the mature stage and finally end up in the post mature stage.
There is practically no information on liquor psychographics (consumer liquor habits) available in Lebanon, and no previous studies have been made in order to show which are the products that are growing, stable or
declining. Therefore, the main purpose of this study is to evaluate and
compare consumer liquor habits in a post mature market, the USA, to a
growing market, Lebanon, so one may examine and speculate on the actual stage that Lebanon has reached a research study done by Heublein Inc. in the USA proves that due to its post mature stage, the USA drinks' industry has faced a very strong need of innovation, and has started producing new products called alcopops (drinks
with new and colorful packaging and low alcohol content) in order to attract new consumers. Such products are indeed attracting new consumers, mainly
teenagers of 15 years old, which is increasing the under age drinkers and the alcoholism rate in the USA. This research project is based on several interviews made in Lebanon with
both marketing executives in the liquor sector and research companies, and on questionnaires made to youngsters (university students) and qualified bartenders. The information arising from all the mentioned sources helps in accurately measuring the actual situation of the liquor market, and in describing the fUture situation of the Lebanese market. Taking into
consideration the problems arising in post mature markets like the USA, and
speculating on the actual situation of the liquor situation in Lebanon
through this study, one may come up with valuable recommendations to both the distillers and to the government in order to avoid eventual problems,
similar to those arising in other markets.
