Beer brands in the US need to ensure they appeal to consumers on an emotional and cultural level, a new study has found.Iris, the agency, conducted a survey of 500 adults in the country, in order to assess their feelings about 150 brands in 15 categories.

Overall, 61% of respondents were looking for "cultural relevance" when choosing which beer to buy, as well as certainty about the quality of the product. An emotional connection was also regarded as a vital characteristic of the best products...
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