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Saturday 28 November 2015

Analysing beer and video game pairings

With Carlsberg releasing a beer celebrating the latest instalment of the Fallout franchise, a potentially effective trend for targeting millennial consumers through video games is emerging.

fallout-beer-4x-330ml_tempCompetition in alcoholic drinks is increasingly fierce, and recent product releases are competing in a space where alcoholic drinks have not yet gone: video games. Fallout 4, one of the most anticipated games of the year, is receiving its own beer courtesy of Carlsberg UK.

Although beer and video games don’t seem like a natural fit, they do share common themes: aspirations and lifestyle choices to name a few. In an era where most major alcoholic drinks players are attempting to tap into the millennial market, these video game tie-ins may prove successful.

Spiros Malandrakis of Euromonitor International gives his analysis below…