Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Craft beer’s popularity rises as does number of new breweries
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- Figure 1: Total U.S. sales and fan chart forecast of craft and craft-style beer market, at current prices, 2007-17
- Foam is rising: Drinkers are increasing craft beer consumption
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- Figure 2: Changes in craft beer consumption habits, July 2012
- Craft beer not yet part of drinking routine for beer fans
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- Figure 3: Incidence and frequency of personal beer consumption, by type of beer, July 2012
- Craft beer wins on taste, falls flat on value
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- Figure 4: Attitudes toward taste and value, domestic vs. craft beer, July 2012
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- Figure 5: Attitudes toward taste and value, imported vs. craft beer, July 2012
- Taste, full-bodied flavor most important to craft beer drinkers
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- Figure 6: Important attributes when selecting craft beer, July 2012
- Craft and craft-style brewers jockey for space in growing segment
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- Figure 7: MULO sales of craft and craft-style beer by leading companies, 52 weeks ending September 2012
- New product releases fuel the segment’s expansion
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- Figure 8: New craft beers launched between Oct. 3, 2011, and Oct. 3, 2012, by company
- Selection, education key to craft beer retailing
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- Figure 9: Craft and craft-style beer sales in supermarkets and other retail channel, by year
- What we think
Issues in the Market
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- How many craft breweries are too many craft breweries?
- What sets craft breweries apart from their beer competition?
- What are the best ways to encourage trial among consumers?
- How can craft beer tap into its feminine side?
Insights and Opportunities
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- Encourage trial with multiple packaging options
- Promote craft beer as a more routine alcoholic beverage choice
- Give craft beer fans a piece of the creativity
- Reward craft beer loyalists with more insight into brewery, processes
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- Figure 10: The Craft of Beer, Crate and Barrel, Fall 2012
Trend Applications
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- Trend: Carnivore, Herbivore…Locavore
- Trend: Guiding Choice
- 2015 Trend: Access Anything, Anywhere
Market Size and Forecast
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- Key points
- Craft beer proves to be a recession-resilient bright spot
- Sales and forecast of craft and craft-style beer market
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- Figure 11: Total U.S. retail sales and forecast of craft and craft-style beer market, at current prices, 2007-17
- Figure 12: Total U.S. retail sales, forecast, craft, craft-style beer market, inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 13: Total U.S. market and fan chart forecast of craft, craft-style beer market, current prices, 2007-17
Market Drivers
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- Key points
- Evolving habits present consumption conundrums for alcohol marketers
- Entire Millennial generation will be of legal drinking age in 2015
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- Figure 14: Population, by generation, 2012
- Escalating obesity rates spur alcohol reduction
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- Figure 15: Obesity, by age group, 2008 vs. 2012
- Rising food prices could squeeze craft beer budgets
Competitive Context
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- Key points
- Domestic and imported beer remain an obstacle for craft beer
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- Figure 16: Consumption of beer by category in 000 of 2.25-gallon cases, 2010-11
- Wine most successful at stealing share in the alcohol market
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- Figure 17: Wine consumption in 000 of 9-liter cases, 2010-11
- Variety provided by spirits tempts drinkers
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- Figure 18: Distilled spirits consumption by category in 000 of 9-liter cases, 2010-11
- Hard cider follows path blazed by craft beer
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- Figure 19: Leading brands of cider in 000 of 2.25-gallon cases, 2010-11
Category Performance
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- Key points
- Craft and craft-style beer continues growth amid recession
- Dollar sales of craft and craft-style beer market
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- Figure 20: Total U.S. sales and forecast of craft and craft-style beer, at current prices, 2007-17
- Case sales of craft and craft-style beer market
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- Figure 21: Total U.S. sales and forecast of craft and craft-style beer, in 000 of 2.25-gallon cases, 2007-17
Retail Channels
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- Key points
- Other channel far outsells competing off-premise retailers
- Sales of craft and craft-style beer, by off-premise channel
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- Figure 22: Total U.S. dollar sales of craft and craft-style beer, by off-premise channel, 2007-12
- On-premise segment takes second place in craft beer sales
- Microbreweries attract consumers to their on-site brewed beers
Retail Channels—On-premise
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- Key points
- Beer is top on-premise alcohol choice, but faces “spirited” competition
- On-premise sales of alcohol
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- Figure 23: On-Premise retail dollar sales of alcohol, 2006-11
- Consumers most likely to increase on-premise craft beer orders
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- Figure 24: Alterations in beer consumption habits, by type of beer, July 2012
- Restaurants make room for craft beer on menus
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- Figure 25: Ingredient by quarter for domestic beer, only brand is listed at buffets, chain restaurants, independents, non-commercial locations, top 100 chain restaurants, and top chefs, Q3 2012
- Large beer selection encourages on-premise purchases
- Playing matchmaker: Food and craft beer pairings proliferate
Retail Channels—Off-Premise
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- Key points
- Specialty retailers corner craft beer market, supermarkets make inroads
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- Figure 26: Craft beer retail channel preferences, July 2012
- Convenience a factor for all ages in choice of craft beer retailer
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- Figure 27: Craft beer retail channel preferences, by age, July 2012
- Westerners most likely to buy craft beer in supermarkets
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- Figure 28: Top five retail channel preferences for craft beer, by region, July 2012
- Supermarkets craft innovative beer strategies, private label
- Craft brewers place emphasis on convenience stores
- Liquor, specialty stores highlight craft beer selections
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- Figure 29: Binny’s Beverage Depot “The Beer Buzz” e-newsletter, Nov. 2, 2012
- Ever-expanding craft selections in natural channel home to niche beers
- Sales of craft beer in the natural channel
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- Figure 30: Natural supermarket sales of craft beer, at current prices, 2010-12*
- Sierra Nevada, New Belgium lead natural channel sales
Leading Companies
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- Key points
- Blue Moon, Leinenkugel’s lead MillerCoors’ dominance
- A-B InBev growing its craft beer stable through Shock Top, acquisitions
- Leading corporate-owned craft-style brands
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- Figure 31: Manufacturer case sales in 000 2.25-gallon cases, 2009-11
- Boston Beer tops craft brewer ranks due to diverse portfolio
- Sierra Nevada, New Belgium feed demand with East Coast brewery plans
- Shiner, Bell’s see strong growth, Deschutes set to expand
- Top craft brewing companies, 2009-11
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- Figure 32: Craft beer manufacturer case sales, in 000 2.25-gallon cases, 2009-11
Brand Share—Craft-Style Brands
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- Key points
- MillerCoors positions Tenth and Blake brands for growth
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- Figure 33: Henry Weinhard’s coupon flier, Nov. 4, 2012
- Innovations from Shock Top grow A-B InBev’s craft-style portfolio
- Vast portfolio benefits Craft Brew Alliance
- North American Breweries transfers ownership
- U.S. craft and craft-style beer sales
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- Figure 34: Multi-outlet aggregated (MULO) sales of U.S. craft and craft-style beer, 2011-2012
Brand Share—Top Three Craft Brewers
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- Key points
- Boston Beer Company retains top spot among craft brewers
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- Figure 35: Boston Beer Company Shipments, 2006-11 in 000 of 2.25-gallon cases, 2006-11
- Sierra Nevada looks to expand capacity to keep up with sales
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- Figure 36: Sierra Nevada Brewing Company Inc. Shipments, in 000 2.25-gallon cases, 2006-11
- New Belgium’s growing portfolio spurs brewer to look eastward
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- Figure 37: New Belgium Brewing Company Inc. Shipments, in 000 2.25-gallon cases, 2006-11
Brand Share—Up-and-coming Craft Brewers
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- Key points
- Gambrinus’ Shiner, BridgePort brands fuel sales growth
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- Figure 38: Gambrinus Company shipments, in 000 2.25-gallon cases, 2006-11
- Deschutes Brewery continues modest expansion pace
- Craft beer’s rising tide helps float many brewers across the country
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- Figure 39: Shipyard Brewing Company, television ad, 2012
- Figure 40: Breckenridge Brewery, television ad, 2012
Innovations and Innovators
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- They put what in a beer? Craft brewers show no fear of experimentation
- Teamwork: Collaboration beers capitalize on brewery loyalty, curiosity
- Crowd-sourcing projects give craft beer fans a piece of the process
Marketing Strategies
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- Overview of the craft beer landscape
- Brand analysis: Blue Moon
- Online initiatives
- TV presence
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- Figure 41: Blue Moon, television ad, 2012
- Brand analysis: Leinenkugel’s
- Online initiatives
- TV presence
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- Figure 42: Leinenkugel’s, television ad, 2012
- Brand analysis: Samuel Adams
- Online initiatives
- TV presence
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- Figure 43: Samuel Adams, television ad, 2012
- Print and other
- Brand analysis: New Belgium Brewing Company
- Online initiatives
- TV presence
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- Figure 44: New Belgium, television ad, year
- Print and other
- Brand analysis: Dogfish Head Craft Brewery
- Event marketing and other initiatives
- Online initiatives
- Brand analysis: Stone Brewing Company
- Event marketing and other initiatives
The Consumer—Usage, Purchase, and Occasions
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- Key points
- Craft volume consumption in line with other beer segments
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- Figure 45: Volume consumption of beer, by type of beer, July 2012
- More experienced 25-34 year olds lead craft beer consumption
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- Figure 46: Incidence and frequency of craft beer consumption, by age, July 2012
- Young men most frequent craft beer consumers
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- Figure 47: Incidence and frequency of craft beer consumption, by gender and age, July 2012
- Women more likely to consume fewer craft beers
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- Figure 48: Volume consumption of beer, by type of beer, by gender, July 2012
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- Figure 49: Frequency of beer consumption, by type of beer, by gender, July 2012
- Consumers choose craft beer as a partner in social situations
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- Figure 50: Craft beer consumption occasion and location, by age, July 2012
- Picket fence dwellers more likely to pour a craft brewed pint
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- Figure 51: Incidence and frequency of craft beer consumption, by area, July 2012
- Premium-priced craft beer finds niche with $100K+ earners
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- Figure 52: Incidence and frequency of craft beer consumption, by household income, July 2012
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- Figure 53: Volume consumption of craft beer, by household income, July 2012
- Increase in consumption more likely among younger men and women
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- Figure 54: Alterations in craft beer consumption habits, by gender and age, July 2012
- Health the biggest reason for drinking less craft beer this year
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- Figure 55: Reasons for reducing craft beer consumption, July 2012
- Wine, spirits represent beacons for bored beer drinkers
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- Figure 56: Reasons for reducing beer consumption, by beer types, July 2012
- Men see taste advantage of craft beer, not quite sure of value
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- Figure 57: Attitudes toward taste and value, domestic vs. craft beer, by gender and age, July 2012
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- Figure 58: Attitudes toward taste and value, imported vs. craft beer, by gender and age, July 2012
- West stakes claim as most popular region for craft beer
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- Figure 59: Frequency of craft beer consumption, by region, July 2012
- Midwesterners stepping up craft beer pours
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- Figure 60: Alterations in craft beer consumption habits, by region, July 2012
The Consumer—Attitudes and Behaviors
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- Key points
- Craft brewers’ focus on taste resonates with fans
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- Figure 61: Important attributes when selecting beer, by type of beer, July 2012
- Brand name remains top pull for craft beer drinkers
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- Figure 62: Attitudes and behaviors toward craft beer purchase, July 2012
- Peer pressure less of a concern for craft beer loyalists
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- Figure 63: Beer drinking attitudes and behaviors, personal vs. peer, July 2012
- Is curiosity a natural part of craft beer consumers’ habits?
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- Figure 64: Beer drinking attitudes and behaviors, beer discovery and recommendation, July 2012
- Draft, freshness not as much of a preference for craft beer drinkers
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- Figure 65: Beer drinking attitudes and behaviors, draft and freshness values, July 2012
- Promotion, price more of a concern for craft beer consumers
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- Figure 66: Important attributes on price and packaging when selecting beer, by type of beer, July 2012
- Expense, desire for education pose barriers to craft beer consumption
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- Figure 67: Attitudes toward craft beer, July 2012
- Craft beer + food = One happy couple
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- Figure 68: Beer drinking attitudes and behaviors, Beer pairing, by beer type, July 2012
- Social settings might help more women consider craft beer
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- Figure 69: Craft beer consumption occasion and location, by gender and age, July 2012
- Men care about brewery while women prefer flavors, beer claims
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- Figure 70: Factors influencing purchase of craft beer, by gender, July 2012
- Millennials most opinionated about price and flavor
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- Figure 71: Important attributes when selecting beer, by generation, July 2012
- Millennials, Gen X like craft beer’s taste, but give no points for value
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- Figure 72: Attitudes toward taste, domestic vs. craft beer, by generation, July 2012
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- Figure 73: Attitudes toward taste and value, imported vs. craft beer, by generation, July 2012
- Quality appreciation more prevalent among Millennials
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- Figure 74: Attitudes toward craft beer, by generation, July 2012
- Younger consumers also more interested in brewery details
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- Figure 75: Factors influencing purchase of craft beer, by age, July 2012
- Interest in ingredients transcends age
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- Figure 76: Factors influencing purchase of craft beer, by age, July 2012
- In the West, brewery’s role is best, Northeast is all about green
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- Figure 77: Factors influencing purchases of craft beer, by region, July 2012
- Independence is valued in the country, while artisan favored in cities
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- Figure 78: Factors influencing purchases of craft beer, by area, July 2012
Race and Hispanic Origin
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- Key points
- Asians, Hispanics among most frequent craft beer drinkers
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- Figure 79: Incidence and frequency of craft beer consumption, by race/Hispanic origin, July 2012
- Hispanic consumers opt for six-pack or so of craft beer a month
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- Figure 80: Volume consumption of beer, by type of beer, by Hispanic origin, July 2012
- Brewers should capitalize on Hispanics’ craft beer curiosity
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- Figure 81: Attitudes toward craft beer, by Hispanic origin, July 2012
- Price, selection influence the retail choices of Hispanics
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- Figure 82: Retail channel preferences for craft beer, by Hispanic origin, July 2012
- Blacks show least interest in craft beer segment
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- Figure 83: Attitudes toward taste and value, domestic vs. craft beer, by race/Hispanic origin, July 2012
- Figure 84: Attitudes toward taste and value, imported vs. craft beer, by race/Hispanic origin, July 2012
Appendix—Other Useful Consumer Tables
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- Figure 85: Alterations in craft beer consumption habits, July 2012
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- Figure 86: Attitudes toward taste and value, domestic vs. craft beer, July 2012
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- Figure 87: Attitudes toward taste and value, imported vs. craft beer, July 2012
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- Figure 88: Important attributes when selecting craft beer, July 2012
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- Figure 89: Incidence and frequency of personal beer consumption, by type of beer, July 2012
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- Figure 90: Natural supermarket sales of craft beer, at inflation-adjusted prices, 2010-12*
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- Figure 91: Incidence and frequency of craft beer consumption, by generation, July 2012
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- Figure 92: Volume consumption of craft beer, by age, July 2012
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- Figure 93: Volume consumption of craft beer, by urban area, July 2012
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- Figure 94: Volume consumption of craft beer, by age, July 2012
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- Figure 95: Retail channel preferences, by craft beer, by household income, July 2012
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- Figure 96: Beer consumption occasion and location by craft beer, by Hispanic origin, July 2012
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- Figure 97: Beer consumption occasion and location by craft beer, by generation, July 2012
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- Figure 98: Alterations in craft beer consumption habits, by generation, July 2012
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- Figure 99: Attitudes toward craft beer, by age, July 2012
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- Figure 100: Factors influencing purchase of craft beer, by generation, July 2012
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Appendix—Trade Associations
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