Demographics

• A survey by Nielsen Harris showed that the typical craft beer drinker is male, as over 65% of craft beer drinkers in the US are men.
• Based on the study, 31.5% of these individuals are female, up from 29.1% three years prior, proving that the number of female craft beer drinkers is increasing.
• In Portland, Oregon, a hub for craft beer, 52.7% of people who drink craft beer are female.

Personas

The Novice

• This individual has either never had craft beer before or has only had it a few times. They tend to be intimidated by highly-specific craft beer terminologies.
• They have craft beer at bars and pubs and place importance on factors like price and referrals by friends or family, when deciding what craft beer brand to opt for.
• Drinking, for the "novice, is nothing more than a social vehicle, not an exercise in taste."

The Experimenter

• This individual has tried craft beer a few times, but they cannot differentiate between craft beer makes and styles.
• They may ask for recommendations from servers and are swayed by price and specials.
• They are more likely to try specific breweries for their on premise fix and are always seeking something new and fun.

The Connoisseur

• This is an expert when it comes to craft beer. They choose craft beer at every chance and are loyal to specific craft beer brands they like.
• This individual selects breweries for the brewer. They already know what type of craft beer they like and plan trips around individuals breweries.
• Craft beers are a hobby to connoisseurs, as such, they "look for a like-minded community to engage primarily with the beer, as opposed to using beer as a supplement to watching sports or listening to live music."
• They will typically spend more of craft beer.