FastCo: How Hendrick’s Gin targets hipsters and succeeds in capturing that audience

And the award for most clinical exposition of marketing to hipsters is…

Fast Co’s article on how Hendrick’s Gin, and Pabst Beer, cater to the hipster psychographic.

Read it if you want to learn how to market to hipsters, in a way that reads like an exotic fantasy mystery piece.

“…developed piercing insights into what makes today’s hipster’s tick. Hipsters have increasingly sophisticated sensibilities, finding ways to express their individuality by discovering beautiful, idiosyncratic clothing, music, and art from the past. Hipsters have always been into vintage, but lately, bartenders in trendy neighborhoods have had a decidedly Victorian sensibility, sporting waxed handlebar mustaches, pinstripe vests, and pocket watches.

…’Our target is driven by curiosity,’ says Hendrick’s senior brand manager Kirsten Walpert

‘Hipsters don’t respect money, they respect art,’ says C.C. Chapman, marketing expert and founder of social good consultancy Never Enough Days. “There’s a certain level of craftsmanship that goes into brands that matters to the hipster market. They buy into brands that have put effort into crafting their own story and identity.’

…hipsters around the country were drawn to the beer’s lowbrow roots: It signaled a total rejection of the yuppie households…

Pabst hires field marketers who are exactly like their target consumer, that is to say: hipsters.

‘It involves building brand activators of true hipster, but never ever calling them that,” says Karen Post, a branding expert and author of Brand Turnaround. “They identify the influencers, but don’t sell them out. ‘…

constantly plays into hipster’s fascination with things that are both vintage and idiosyncratic. The brand has invented an elaborate world full of playful, unusual things that they have never seen before…”

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