The rise of craft beer in the United States has been supported by increasing consumer demand. Nearly a quarter (24%) of consumers who drink beer indicate that in 2012 they drank more craft beer sold at stores compared to 2011. Meanwhile, more than one in five (22%) report consuming more craft beer in bars or restaurants.
While overall some 36% of U.S. consumers drink craft beer, half (50%) of older Millennials (25 to 34 years old) do so. And craft beer also wins on taste. Some 43% of both Millennials and Generation X say that craft beer tastes better than domestic beer, compared to 32% of Baby Boomers.
Craft beer is not free from challenges. Only 17% of Millennials and 18% of Generation X say that craft beer is a better value. Instead, a majority (56%) of consumers of all ages feel that domestic beer is a better value compared to craft beer. Nearly half (45%) of consumers would try more craft beers if they knew more about them.
Mintel research found that 50% of overall craft-beer drinkers express interest in locally made beer, and 25% are interested in purchasing craft beer where it was brewed. Another 39% say they are influenced to purchase a craft beer if it has a personality to which they can relate.
“Buying local is not limited to supporting one’s home base; it also provides consumers with the ability to support towns that they do not currently call home,” Zegler says.
Photo: Fireman’s Brew, Inc., a Los Angeles-based craft-beer company founded by two firefighters, offers a Pilsner-style lager (Blonde), a German-style Doublebock (Brunette) and an amber ale (Redhead). www.FiremansBrew.com