Question 1: Why do you think brewers and spirits-makers of all sizes want to develop cannabis-infused beer, ale, and cocktail products? (Please write about the changing preferences of consumers.)
Question 2: Imagine you were approached to serve as a marketing consultant for a local craft brewery interested in developing a similar product. Your first assigned task is to develop a segmentation plan and identify profitable target markets. What type of segmentation approach would you recommend? What would be the most attractive target market based on this segmentation scheme?
Question 3: Select one or more target market(s) based on the segmentation classification scheme and justify your selection(s).
Question 4: What relevant dimensions do consumers in your prime target market use when choosing a beer to drink during an evening out with a close friend? Do these dimensions change when they host a Super Bowl party and buy a variety of beers for their guests?