title_body: Who do the brewers of extra strong lager claim their target market is?
upvoted_answer: You’re absolutely right about the perception.  It’s similar in the US for people who buy Steel Reserve and other malt liquors: they’re a cheap means to an end.
  
  The reality, though, seems to be that a lot of people like the taste:
  
  
    'Of course, the most common question I get asked is: 'Isn't it just winos who drink it?' ' admits Katie Rawll, Carlsberg's senior brand manager responsible for Special Brew. 'But our researches show that the underneath-the-arches brigade accounts for only 2 per cent of its overall drinkers. They're certainly not consuming the volume.'
  
  
  From what I can tell, it’s a special occasion beer for the crowd that isn’t into good beer.  They drink cheap lager year round, but if they want to reward themselves, celebrate an occasion, or make a party a bit more interesting, they’ll break out a strong lager.  Much like breaking out a bottle of wine, but cheaper (and tastier if you don’t care for wine).