Beer can come in many tastes and prices, but there are other factors that can affect a consumer’s choice in what to buy. Therefore, the packaging of the beer into certain quantities can change consumer’s preferences based on the social environment they are going to enjoy the beer in.
6 packs and 12 packs are the most common packaging options for any beer type. 6 packs first appeared around the time of WWII due to the idea that this was the easiest arrangement for women to carry while shopping. The 6 pack continues to stay prevalent due to advertising that makes people think that a 6 pack is a perfect amount of beer to bring to a social event such as tailgating or a house party for yourself or for you and a friend to share. Glass bottles still prevail for 6 packs as it is considered nicer than the aluminium can. In addition, retailer refrigeration units usually are built in a way that 6 packs fit in easily. Most refrigeration units are able to take a 6 pack of beer anyway you slide it in, but 12 packs and bigger are sometimes too big.
A 12 pack is advertised as something to share with a couple of friends and projects this purchase as a social act in of itself, where people will like you more if you offer to share a 12 pack, like many Bud Light commercials advertise. 12 packs of glass bottles exist, but it is more common to see cans. This is due to transportation issues of packaging 12 bottles together, and expecting consumers not to care how unwieldy it is to carry that kind of packaging of beer.
Growlers are unique in the fact that they carry around the same amount of beer as a 6 pack, but it is all in one large container. These containers are sold on location at breweries and are extremely easy to carry with you. They are refillable at bars and breweries and so are also very efficient both for the consumer and the producer, as the producer doesn’t need to pay for additional packaging material to sell more beer, and the consumer can benefit from the air tight seal, and a consumer can much more easily carry multiple growlers over multiple six packs. There have been advances in the quality of growlers, with plastic, ceramic, and many other materials making growlers more appealing.
Finally, there are 24 or 30 packs of beer. Only the most prevalent beer types, or very low quality beers are successfully sold in this manner. Mass produced beers such as Bud Light, and its lower quality counterpart Busch Light, are the most commonly sold beers in Lexington to W&L students in the opinion of workers and locations such as Kroger. These packaging of beers are only bought for larger gatherings. While 6 packs, 12 packs, and even to an extent growlers can be for individual or small groups, these larger packs are intended for parties, and so are placed in prime advertising locations in stores in a college area such as Lexington. Understanding the demographic of your consumers can help a company choose the appropriate packaging choice to maximize sales.