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“Playing taps: niche marketing, customer education raise beer awareness and increase sales.” Restaurants & Institutions, PP 1-3 I. What the Author Said A. Definitions (1) Niche Marketing is best described as concentrating on a specialized market (2) Market Segmentation can be defined as the subdividing of a market into distinct subsets of customers according to needs and buying habits (3) Promotion is the furtherance of the acceptance and sale of merchandise through advertising, publicity, or discounting B. Major Theme and Key Points of the Article When planning beer promotions, restaurants and bars should play to their market segment. This is the strategy of Paul Leongas, owner of The Curragh, a 4-year-old Irish Pub and restaurant in Schaumburg, Illinois. With overall annual sales of $2.7 million, The Curragh’s Celtic-themed brew promotions earn the business a loyal customer bas