1. Focus Group
Introduction
On April 16, 2015 at Central Washington University (CWU) in Ellensburg,
Wash., sixteen participants, male and female, participated in a Mac and Jack’s Brewery
focus group. All individuals were students at the university and ranged in ages of 21
years old to 25 years old. The questions asked included 1) what is important to them in
terms of beer, 2) where do they go to drink alcohol socially, 3) who do they see as Mac
and Jack’s competitors locally, 4) what do they want to see from this specific brewery?
and 5) what media outlets do you use? The feedback from the focus group will assist in
creating an effective campaign to promote Mac and Jack’s Brewery locally.
Importance
Downtown Ellensburg has multiple bars, but very few of them are frequented by
anyone other than the locals. The Tav, Starlight Lounge and 301 are the most popular
amongst CWU students. These bars/clubs offer an array of alcohol including hard liquor,
beer and wine. Some of the beer, such as Corona, is served in a bottle while, Mac and
Jack’s is served on tap.
Beer in coolers seemed to be less popular amongst the students. The bottles and
cans of beer are usually stored in a back room then brought up to the cooler and placed
when stock is low. Sometimes this doesn’t allow for the beverage to get cold enough and
can make for a dissatisfied customer.

2. “I tend to order beer on tap because it’s colder and to me, that makes it taste
better,” said Christa Weddle, CWU Student. “If the beer isn’t cold, I won’t drink it and
therefore, I won’t buy it again.” While this may be true, or not, students are looking to
save a dollar any way they can. If there is a beer on special, perhaps at a discounted
price, no matter what, that’s the beer most likely to be purchased, regardless of
temperature.
Competitors
The men and women of the focus group collectively agreed that Manny’s Pale
Ale from Georgetown Brewing Company and Irish Death from Iron Horse Brewery are
the biggest competitors to Mack and Jack’s African Amber.
“When I go out to the bars, I always order a Manny’s or a Mac and Jack’s,” said
Carlos Vega-Garcia, CWU Student. “The taste is similar, but Manny’s is less hoppy
tasting.”
Georgetown Brewing Company is located in Seattle. The beer is sold in the bars
locally but not in the stores, just like Mac and Jack’s. Iron Horse Brewery is native to
Ellensburg and very popular amongst the community.
The Iron Horse Pub downtown is often populated with an older generation. Many
folks are 30 years or older. However, the dark, smooth ale attracts many. “Irish death is
delicious,” said Katie Hovde, CWU Student. “I prefer to drink that over any other beer
even though it attracts the older crowds.”

3. Promotions
Mac and Jack’s Brewery currently has no promotion outside of their product,
memorabilia and word of mouth. Most students have only heard of the brewery from
their parents or other friends on the West side of Washington State. Social media, such
as Twitter and Facebook, is the best way to inform and reach out to students about
information.
“I use Twitter multiple times a day,” said Marjorie Helm, CWU Student, “and I
follow a lot of my favorite business and organizations. I find out about all the
promotions at Taco Bell this way.” Facebook also has a great way of reminding
individuals about events and incorporating “likes” to generate web traffic.
Informational posts on social media can be boring and generate nothing beneficial
for the company, creativity is important. “I respond best to humor,” said Miranda
Farlow, CWU Student. “It encourages me to interact with that person or business.” The
audience best receives short and sweet messages, images and/or humor on Twitter and
Facebook.
Expectations
Mac and Jack’s Brewery doesn’t have much of a brand in the Ellensburg
community, especially among college students. But a brewery isn’t what students want
to see. “Most people visiting Iron Horse are mid-30’s and older,” said Brienna Petersen,
CWU Student and Iron Horse Brewery Employee. “Students and younger generations
don’t fit in well with the brewery environment.”

4. The bars frequented by students always have good music and this is important to
them since going out is a very social aspect in their lives. “When I go out, I want to have
a good time,” said Dillon Peterson, CWU student. “I’ll likely go to a place that’s having a
special event, like karaoke.”
As for Mac and Jack’s, students need to be more engaged with their product at the
bar serving the African Amber Ale. Sponsored events at a bar, specials on a certain night
or coupons give students incentive to drink the beer and have good time, the main and
most important reason for their presence.
Conclusion
 Students at Central Washington University want to be socially involved with Mac
and Jack’s Brewery via Twitter and Facebook.
 Cold beer is a determining factor in taste and if not proper the first time, may
control future purchases for individuals.
 When going to the bar, it is a social event amongst friends and therefore, having a
good time is beyond the beer. It must include good music and exciting events.
 Breweries are an atmosphere for older generations and not important to college
students, the beer is only consumed if served at the bar.