Enchantment is a concept from consumer psychology. Most adults live in a world without enchantment, living transactional lives from paycheck to paycheck. That's why shows like Game of Thrones are so popular, they offer an escape from regular life. Your beers can be positioned in a way to offer similar magic and enchantment to delight current and future customers. It's a simple pyramid for success developed by interviewing the beer industries most talented and celebrated brand owners.