Craft Beer Industry


To understand trends and consumption habits of craft beer among Americans in order to determine craft beer perceptions.

Early Findings

  • According to a 2019 Nielsen study, the number of Americans drinking craft beer has risen from 35% in 2015 to 43% in 2019.
  • The survey reported that 56% of men drink craft beer and 31% of women.
  • 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.

Research proposal:

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