It’s St. Patrick’s Day again, and that means McDonald’s will be offering Shamrock shakes, rivers will be dyed green, and beer drinkers everywhere will convince themselves that green variations of their favorite styles are somehow better tasting. So what is it about green beer that seems to make people like it more, or at least drink more of it?
Engaging in a Community
Throughout mankind’s evolutionary history, we’ve been wired to be a part of a tribe, or a community. We are social creatures, and feeling like we are a part of a group is essential for our mental wellbeing. As tribes, as families, and as countries, we have used colors and symbols to identify our “clans,” and for short periods of togetherness, temporary colors can really draw people together. For one day, everyone is Irish, and everyone gets to mark themselves with green to display it; as a result, people seem to enjoy green beer more than regular beer because they feel it makes them closer to the group.
Scarcity Value
There’s no shortage of green food coloring, but the fact that green beer is only popular for one day out of the year makes it something of a scarce commodity. The same principle applies to a number of holiday favorites, including egg nog, which many people detest but still drink because it’s only popular around Christmastime. Imbuing something with scarcity instantly makes it more valuable and more wanted, and with green beer available only for one day, it becomes something highly desired.
A Twist
Many times, a simple twist is all it takes to take an old idea or familiar product to a new level of creative enjoyment. The same beer can somehow seem different with a simple addition of color, much like the same model iPhone can become a new sensation with one or two simple new features. Even though it’s expected, green beer is a twist on traditional beverages, and drives people to enjoy the drinks.
These principles are what make green beer so appealing. If you take these ideas and apply them to your products and services, you could lead your own mob of hungry consumers.
