Fun fact: pubs don’t sell alcohol.

Huh?

No, it’s true. Think about it: you can get that same alcohol at lower cost and greater convenience by visiting the supermarket.

So why, then, do people go to the pub to buy the alcohol?

It’s because they’re not going to the pub for the alcohol. They’re going for the atmosphere and to socialise and to have fun.

So if you’re doing marketing for the pub, don’t market the alcohol, because that’s not the product people are buying.

Instead, market the atmosphere, the socialising and the fun, which is what they’re actually buying.

In other words, focus not on the product but the product behind the product.