New research from Mintel suggests that while craft beer drinkers may indeed love the big, bold flavors of their favorite artisanal brew, they also place a premium on what the beer says about them.
Amongst the 25-34 age group, representing the segment’s heaviest users, 70% say that the brand of beer says a lot about you and 66% say the style does the same. This strong sense of self has manifested itself in record sales for the craft beer industry, as Mintel estimates sales of craft beer (including craft-style offerings) will reach $20 billion in 2014, more than doubling sales of five years ago.
“There is a strong sense of community in the craft beer world,” says Mintel food and drink analyst Beth Bloom. “Consumers like to share knowledge with one another and are highly invested in the products that they choose. Not only that, but craft brands share exposure through collaboration. So, tap rooms, bottle shops, and beer-garden-style breweries, where craft beer can be discovered, discussed, consumed on-site, and even purchased for at-home enjoyment, make for a complete, customizable experience. Craft beer is not only a beverage choice; it appears to be a lifestyle choice.”
Indeed, over half (53%) of craft drinkers like to share their knowledge of beer with others, which has helped thrust many small brewers into the limelight, as word of mouth is often their strongest ally. To wit, some 13% of craft beer drinkers say they select a product that looks cool when the kind of beer they typically drink is not available and 8% of craft drinkers say label or packaging design is important in their purchase decision.
Respondents from households with children are significantly more likely (61%) than those without (49%) to drink beer “to relax”.
Western states are the most image conscious, with 57% agreeing that the brand of beer you choose says a lot about you and 47% saying it’s a source of pride to try as many beers as they can. The consumption of craft beer is lowest in the South (16%).
