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Demographics of Craft Beer

The document discusses how the demographics of craft beer lovers have changed over time. It shows that in 2001, the typical craft beer lover was a white, highly educated male around 39 years old. However, more recent data shows that craft beer lovers have become more geographically, economically, and demographically diverse as millennials and young women have increased their consumption of craft beer over the last decade.

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Pratekk
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38 views11 pages

Demographics of Craft Beer

The document discusses how the demographics of craft beer lovers have changed over time. It shows that in 2001, the typical craft beer lover was a white, highly educated male around 39 years old. However, more recent data shows that craft beer lovers have become more geographically, economically, and demographically diverse as millennials and young women have increased their consumption of craft beer over the last decade.

Uploaded by

Pratekk
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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The Demographics of

Craft Beer Lovers

Bart Watson
Chief Economist
Brewers Association
[email protected]
@BrewersStats
Agenda

• What we knew
• What we know
now
What We Knew, Circa 2001
Median Lover:
• Male
• Age 39
• White
• High education
• Relatively high
income
• Geographically
concentrated
How the World Has Changed
• Craft Beer’s Journey
–Geographically
• Almost 75% of legal drinking
age (LDA) adults live within
10 miles of a brewery
–Economically
• Market penetration (11%?)
–Demographically
What We
Know Now
The Millennials Have Arrived!
What Has Changed
All Trends Point Toward
Increasing Diversity
• Young women coming
into craft beer
• More geographic
diversity
• Increasing diversity of
craft beer lovers
• Still skews toward
higher SES
7
Change 1: Young Women
Young women
(21-34) now
over-index on
craft, account
for 15% of total
craft volume
Change 2 - Geography
Change 3: Diversity

• Still skews toward higher SES,


but:
–The bottom 60% of households (by
income) now consume 40% of craft
volume
– Some evidence Hispanic
population has increased craft
engagement (see Technomic
report as example)
Questions?

Bart Watson
[email protected]
@BrewersStats

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