Unlike its domestic and imported-beer counterparts, craft beer has been able to defy overall beer market trends and continue expansion during the economic downturn and subsequent slow recovery. Who’s drinking the most craft beer? Older Millennials.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