Hard Apple Cider Is Making a Comeback

Multiple Choice

Hard apple cider is making a comeback. Cider consumption is expected to hit 15 million cases annually this decade. Early adopters of cider are the same group that first gravitated to the microbreweries. Apple cider's drinkers like the notion that it is basically a fruit drink. It conjures up healthy associations and appeals to people who do not view themselves as serious connoisseurs. What segmentation variable would you recommend Woodchuck Draft Cider use to define its market?

A) Usage rate
B) Geographic
C) Demographic
D) Psychographic
E) Purchase occasion