Who brings the most value to your company? Who benefits the most from your services?
Hold on. It’s not everyone. It’s also probably more specific than millennials. You need to look at demographics and psychographics. What do these folks believe?
If you are already in business you can look at sales. Who are you diehard fans? You might have a big group of folks who buy your beer and visit your taproom, but they might not buy as much as another group.
Knowing your target audience will allow you to have more focused messaging. You can even test this messaging and design with this group to make sure that it is working. Testing allows you to be more effective. You should talk to folks from this group and ask them questions, so that you can better serve them.