The demographic that the company would be targeting would be young adults. Age ranging from when you are legally allowed to indulge in the gift of beer (age 21) all the way up to when you’re ready to sit back and relax and enjoy and observe life (age 40). The idea would be to target males and females, considering Reigning Kings believes everyone can rule supreme. Naturally males would attract to the product more due to the name but later in the years that follow the startup, there would be development for a Reigning Queens line of beer allowing the mostly male dominate industry to target woman as well.