The common reasons given for choosing craft beer over other beer was more variety, better quality, and more flavor options.
The survey also found that craft drinkers are willing to pay a premium in order to drink local craft beers. About 66% reported only buying craft beers from their region and 57% only buying beer from their town or city. This increases for weekly craft drinkers, with 71% buying from their region and 62% buying from their town/city.
About 60% of weekly craft drinkers reported that they are more likely to buy a craft beer that bears the BA independence seal
Brand recognition is becoming more important in craft beers. The number of craft beer drinkers who buy multiple brands has declined over the last few years.
According to the Brewer's Association, overall beer sales in 2018 were down in the U.S. However, craft beer sales were 4% by volume and 7% by retail sales, accounting for 24% of the U.S. beer market.
The number of craft breweries in the U.S., including regional craft breweries, microbreweries, and brewpubs, has increased by 13%, while draft breweries have seen a very slight decline.
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