06-15-2012
Five percent of all Americans 21+ consumed a “microbrew” in past month while 42% drank a beer of any type, according to survey of 210,000 adults in 2011, reported by Scarborough Research. Most drank those microbrews at sit-down restaurants (45%), while bars/nightclubs (38%) and liquor stores (37%) were next most popular purchase points. Microbrew drinkers are 49% more likely to be men, are more likely to be employed full-time, with a higher percentage having white-collar jobs, found Scarborough. Craft drinkers are no couch potatoes either as 60% “attended a sports event” in past yr while also showing “a softer, artsy side” as well, having visited art museums “nearly three times more” often than all US adults. About 1/3 of microbrew drinkers went to see live theatre and over a 1/4 attended a concert in past yr as well. “Microbrews, or craft beers, are a terrific example of how localism has become trendy,” said Alisa Joseph, vp of advertising services. “By marketing the local brew to beer drinkers in their own communities, particularly while they’re immersed in local activities, brands can capitalize on the consumer loyalty that comes with rooting for the home team or visiting neighborhood hot spots,” added Alisa. Gotta point out, as BMI has for many years in our Beer Industry Update that there is “potential confusion” with use of term “microbrew” in Scarborough surveys. Drinkers can take that term differently, and in some cases data has shown for example many drinkers do not consider Sam Adams a “micro.”
Most Likely Craft Consumers in Denver & Portland Scarborough Research also broke down top-20 local markets for microbrews and found Denver, CO and Portland, OR had highest percentage (13%) of adults who consumed a craft beer over past 30 days; total craft share higher, again likely because of confusion over term microbrew. Seattle was ranked 3d with 11% of drinkers, followed by a Colorado Springs, Milwaukee and Spokane where 9% of drinkers in each city said they drank a microbrew recently. List of top-20 micro mkts spans across 16 states, with Colo, Wash, Calif and Wisc each scoring two cities among 20 most loyal.
