Table of Contents
Executive Summary
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- The market
- Craft beer sales are estimated to reach $20 billion in 2014
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- Figure 1: Total US retail sales and forecast of craft beer (on- and off-premise), at current prices, 2009-19
- Leading companies
- Boston Beer made up 16% of craft beer sales in 2012
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- Figure 2: Leading craft beer companies, by volume, 2010 and 2012*
- The consumer
- Nearly one quarter of consumers age 22+ drink craft beer
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- Figure 3: Type of beer consumed, by age, March 2014
- Style drives craft purchase
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- Figure 4: Purchase decision (top five factors overall), by type of beer consumed, March 2014
- Craft drinkers drawn to clear flavor descriptions
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- Figure 5: Purchase influencers, by type of beer consumed, March 2014
- What we think
Issues and Insights
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- How does a craft beer drinker differ from a mainstream beer drinker?
- Issue
- Insight: Category should capitalize on its engaged consumer base
- How can craft brands gain on large manufacturers?
- Issue
- Insight: Emphasize style, taste, and personal experience
- Can the craft beer market continue to grow?
- Issue
- Insight: A blurring of lines will benefit the industry and the consumer
Trend Applications
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- Trend: Slow It All Down
- Trend: Objectify
- Trend: Let’s Make A Deal
Market Size and Forecast
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- Key points
- Craft beer sales are estimated to reach $20 billion in 2014
- Sales and forecast of craft beer
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- Figure 6: Total US sales and forecast of craft and craft-style beer (on- and off-premise), at current prices, 2009-19
- Figure 7: Total US sales and forecast of craft and craft-style beer (on- and off-premise), at inflation-adjusted prices, 2009-19
- True craft leads craft sales and growth
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- Figure 8: Total US retail sales of craft beer, by segment, at current prices, 2012 and 2014 (est.)
- Craft sales grow 110% from 2009-14
- US retail sales of craft beer
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- Figure 9: Total US sales and forecast of craft beer, by segment, at current prices, 2009-14
- Craft-style sales grow 62% from 2009-14
- US retail sales of craft-style beer
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- Figure 10: Total US sales and forecast of craft beer, by segment, at current prices, 2009-14
- Fan chart forecast
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- Figure 11: Total US retail sales and forecast of craft beer, at current prices, 2009-19
Market Drivers
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- Key points
- Economic benefit driving helpful legislation
- Local players look to new markets for growth
Competitive Context
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- Lines blurring between craft and non-craft
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- Figure 12: Attitudes toward beer (brand), by any agree, by age, March 2014
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- Figure 13: Attitudes toward beer (brand), by any agree, by type of beer consumed, March 2014
Leading Companies and Brand Analysis
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- Key points
- Craft leaders all see strong growth from 2010-12
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- Figure 14: Samuel Adams, “Over 60 Beers,” TV Ad, 2014
- Figure 15: Samuel Adams, “Best Day Ever,” TV Ad, 2013
- As the category moves mainstream, leaders look for other ways to differentiate
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- Figure 16: New Belgium Brewing, “Want a Beer?,” TV Ad, 2013
- Leading company sales of craft beer
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- Figure 17: Leading craft beer companies, by volume, 2010 and 2012*
- Leading brand sales of craft beer
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- Figure 18: Leading craft beer brands, by volume, 2010 and 2012*
Innovations and Innovators
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- Food pairings invite consumers to savor the flavors
- Craft beer makers are sweet on sour
- Brewery tours and taproom invitations add to the experience
- Cans offer convenience, sustainability, and style
- Hops are hip
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 19: Key social media metrics, May 2014
- Usage and awareness
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- Figure 20: Usage and awareness for selected craft beer varieties,
- Interactions with craft beer varieties
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- Figure 21: Interactions with selected craft beer varieties,
- Leading online campaigns
- Mobile apps
- Going local
- Paying homage to flavors and beer varieties
- What we think
- Online conversations
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- Figure 22: Online conversations around selected craft beer varieties, by month, June 1, 2013-May 31, 2014
- Where are people talking about craft beer varieties?
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- Figure 23: Online conversations around selected craft beer varieties, by page type, June 1, 2013-May 31, 2014
- What are people talking about?
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- Figure 24: Topics of conversations around selected craft beer varieties, June 1, 2013-May 31, 2014
Beer Consumption
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- Key points
- A quarter of Americans aged 22+ drink craft beer
- Men more engaged than women
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- Figure 25: Type of beer consumed, by gender, March 2014
- Craft may be an acquired taste
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- Figure 26: Type of beer consumed, by age, March 2014
- HH income has strong impact on craft beer consumption
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- Figure 27: Type of beer consumed, by household income, March 2014
- Craft struggles in the South
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- Figure 28: Type of beer consumed, by region, March 2014
- Craft beer drinkers don’t appear to be exclusive
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- Figure 29: Type of beer consumed, by type of beer consumed, March 2014
Consumption Occasion
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- Key points
- Craft beer drinking is a social affair
- Men more likely than women to drink beer solo
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- Figure 30: Craft beer consumption occasion, by gender, March 2014
- Younger consumers more likely to drink alone
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- Figure 31: Craft beer consumption occasion, by age, March 2014
- Drinking alone doesn’t mean living alone
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- Figure 32: Craft beer consumption occasion, by household size, March 2014
- Craft drinkers care about food
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- Figure 33: Microwbrewed beer, by food lifestyle segmentation, November 2012-December 2013
Reasons for Drinking Craft Beer
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- Key points
- Relaxation and reward lead reason for drinking
- Young consumers drink to relax, enhance mood
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- Figure 34: Reasons for drinking craft beer, by age, March 2014
- Craft beer serves as an outlet for parents
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- Figure 35: Reasons for drinking craft beer, by presence of children in household, March 2014
- Midwesterners encouraged by community support
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- Figure 36: Reasons for drinking craft beer, by region, March 2014
- Craft beer drinkers less likely than average to do so to get drunk
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- Figure 37: Attitudes toward alcohol, November 2012-December 2013
Purchase Decision
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- Key points
- More than half of beer drinkers prioritize brand
- Older consumers more likely to be driven by brand, flavor
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- Figure 38: Purchase decision, by age, March 2014
- Craft drinkers drawn to full-bodied flavor, style
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- Figure 39: Purchase decision, by type of beer consumed, March 2014
- Light flavor varieties may grow participation among women
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- Figure 40: Purchase decision, by gender and age, March 2014
- Low income earners driven by brand, high earners interested in style
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- Figure 41: Purchase decision, by household income, March 2014
- Southerners prioritize brand over style
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- Figure 42: Purchase decision, by region, March 2014
Consumption Location
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- Key points
- Craft beer drinkers fairly split between on-/off-premise consumption
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- Figure 43: Quantity of beer consumed, March 2014
- Shifting the emphasis from selling to sharing is important in craft
- Tap takeovers allow for exposure, trial
- Expanding availability, connecting with community key to growth
Purchase Influencers
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- Key points
- Flavor familiarity and influence of friends impact product choice
- Flavor familiarity and influence of friends impact product choice
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- Figure 44: Purchase influencers, by age, March 2014
- Craft drinkers drawn to clear flavor descriptions
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- Figure 45: Purchase influencers, by type of beer consumed, March 2014
Choosing an Alternate Product
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- Key points
- Craft drinkers interested in style, willing to try new products
- Collaborations boost interest in the category
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- Figure 46: Choosing an alternate product, by type of beer consumed, March 2014
- Younger beer drinkers try new things
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- Figure 47: Choosing an alternate product, by age, March 2014
Attitudes Toward Beer
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- Key points
- Knowledge
- Enhanced education may grow participation among women, others
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- Figure 48: Attitudes toward beer (knowledge), by any agree, by gender, March 2014
- Young consumers like to share beer knowledge
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- Figure 49: Attitudes toward beer (knowledge), by any agree, by age, March 2014
- Urbanites like to share their beer knowledge with others
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- Figure 50: Attitudes toward beer (knowledge), by any agree, by area, March 2014
- Craft drinkers more knowledgeable, eager to share than non-craft
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- Figure 51: Attitudes toward beer (knowledge), by any agree, by type of beer consumed, March 2014
- Perception
- Gift/premium beer market may appeal to key user group
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- Figure 52: Attitudes toward beer (perception), by any agree, by age, March 2014
- Low earners not willing to spend more on craft, high earners don’t think suitable for gifting
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- Figure 53: Attitudes toward beer (perception), by any agree, by household income, March 2014
- Image
- Image important to young beer drinkers
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- Figure 54: Attitudes toward beer (image), by any agree, by age, March 2014
- …especially those with money to spend
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- Figure 55: Attitudes toward beer (image), by any agree, by age and household income, March 2014
- The West is more image-conscious than the Midwest
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- Figure 56: Attitudes toward beer (image), by any agree, by region, March 2014
Impact of Race and Hispanic Origin
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- Key points
- Craft would benefit from growing favor among Hispanics
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- Figure 57: Type of beer consumed, by race/Hispanic origin, March 2014
- Hispanics not interested in beer style
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- Figure 58: Purchase decision, by race/Hispanic origin, March 2014
- Friends play an important role in Hispanic purchase decision
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- Figure 59: Choosing an alternate product, by Hispanic origin, March 2014
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- Figure 60: Attitudes toward beer (knowledge), by any agree, by Hispanic origin, March 2014
- Majority of Hispanics believe brands represent the drinker
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- Figure 61: Attitudes toward beer (image), by any agree, by Hispanic origin, March 2014
- Emphasize affordable sophistication
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- Figure 62: Attitudes toward beer (perception), by any agree, by Hispanic origin, March 2014
Appendix – Other Useful Consumer Tables
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- Type of beer consumed
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- Figure 63: Type of beer consumed, by gender and age, March 2014
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- Figure 64: Beer consumption (average), by type of beer consumed, March 2014
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- Figure 65: Beer consumption** – Craft, by age, March 2014
- Quantity of beer consumed
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- Figure 66: Beer consumption – Craft**, by household income, March 2014
- Purchase decision
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- Figure 67: Purchase decision, by any craft consumed in the past week*, March 2014
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- Figure 68: Purchase decision, by awareness of these craft beer styles, March 2014
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- Figure 69: Purchase decision, by craft beer consumption occasion, March 2014
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- Figure 70: Purchase decision, by reasons for drinking craft beer, March 2014
- Consumption occasion
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- Figure 71: Craft beer consumption occasion, by gender and age, March 2014
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- Figure 72: Craft beer consumption occasion, by any craft consumption in the past week*, March 2014
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- Figure 73: Craft beer consumption occasion, by awareness of these craft beer styles, March 2014
- Reasons for drinking craft beer
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- Figure 74: Reasons for drinking craft beer, by gender and age, March 2014
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- Figure 75: Reasons for drinking craft beer, by household income, March 2014
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- Figure 76: Reasons for drinking craft beer, by type of beer consumed, March 2014
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- Figure 77: Reasons for drinking craft beer, by awareness of these craft beer styles, March 2014
- Choosing an alternate product
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- Figure 78: Choosing an alternate product, by awareness of these craft beer styles, March 2014
- Attitudes toward beer
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- Figure 79: Attitudes toward beer, March 2014
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- Figure 80: Attitudes toward beer (knowledge), by any agree, by gender and age, March 2014
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- Figure 81: Attitudes toward beer (perception), by any agree, by gender and age, March 2014
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- Figure 82: Attitudes toward beer (brand), by any agree, by gender and age, March 2014
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- Figure 83: Attitudes toward beer (image), by any agree, by gender and age, March 2014
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- Figure 84: Attitudes toward beer (image), by any agree, by type of beer consumed, March 2014
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- Figure 85: Attitudes toward beer (image), by any agree, by awareness of these craft beer styles, March 2014
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- Figure 86: Attitudes toward beer (knowledge), by any agree, by awareness of these craft beer styles, March 2014
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- Figure 87: Attitudes toward beer (brand), by any agree, by awareness of these craft beer styles, March 2014
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- Figure 88: Attitudes toward beer (perception), by any agree, by awareness of these craft beer styles, March 2014
Appendix – Social Media
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- Usage or awareness
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- Figure 89: Usage or awareness, April 2014
- Figure 90: Seasonal usage or awareness, by demographics, April 2014
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- Figure 91: India pale ale usage or awareness, by demographics, April 2014
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- Figure 92: Lager usage or awareness, by demographics, April 2014
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- Figure 93: Stout usage or awareness, by demographics, April 2014
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- Figure 94: Wheat usage or awareness, by demographics, April 2014
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- Figure 95: Fruit beers usage or awareness, by demographics, April 2014
- Activities done
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- Figure 96: Activities done, April 2014
- Figure 97: Seasonal – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 98: Seasonal – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
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- Figure 99: Seasonal – Activities done – I follow/like the brand on social media because, by demographics, April 2014
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- Figure 100: Seasonal – Activities done – I have researched the brand on social media to, by demographics, April 2014
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- Figure 101: India pale ale – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 102: India pale ale – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
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- Figure 103: India pale ale – Activities done – I have researched the brand on social media to, by demographics, April 2014
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- Figure 104: Lager – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 105: Lager – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
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- Figure 106: Lager – Activities done – I have researched the brand on social media to, by demographics, April 2014
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- Figure 107: Stout – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 108: Stout – Activities done – I have researched the brand on social media to, by demographics, April 2014
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- Figure 109: Wheat – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 110: Wheat – Activities done – I have researched the brand on social media to, by demographics, April 2014
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- Figure 111: Fruit beers – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 112: Fruit beers – Activities done – I have researched the brand on social media to, by demographics, April 2014
- Online conversations
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- Figure 113: Online conversations around selected craft beer varieties, by month, June 1, 2013-May 31, 2014
- Figure 114: Online conversations around selected craft beer varieties, by page type, June 1, 2013-May 31, 2014
- Figure 115: Topics of conversations around selected craft beer varieties, June 1, 2013-May 31, 2014
Appendix – Trade Associations
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