Table of Contents
Executive Summary
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- The issues
- Sales of craft beer projected to grow 22% in 2015
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- Figure 1: Total US retail sales and fan chart forecast craft beer, at current prices, 2010-20
- Craft beer consumption small, but growing
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- Figure 2: Craft beer consumption, 2011-15
- “Small” appears as a key association with craft beer
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- Figure 3: How consumers define craft*, July 2015
- The opportunities
- Craft gains on regular domestic consumption, can challenge others
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- Figure 4: Beer consumption, by type, 2011-15
- Craft could stand to lighten up
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- Figure 5: Select factors influencing beer purchase*, by craft beer consumption, July 2015
- Craft beer drinkers are less likely to be brand loyal
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- Figure 6: Statements related to beer – Brand, by craft beer consumption, July 2015
- What it means
The Market – What You Need to Know
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- Sales of craft beer projected to grow 22% in 2015
- Craft nearly doubles its share of the beer market 2009-14
- Craft gains on regular domestic consumption, can challenge others
- Category launches up 24% 2010-15
- Buyouts by big beer impact market growth
Market Size and Forecast
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- Sales of craft beer projected to grow 22% in 2015
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- Figure 7: Total US retail sales and fan chart forecast craft beer, at current prices, 2010-20
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- Figure 8: Total US volume sales of craft beer, 2010-14
Market Breakdown
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- Strong growth in sales across both breweries and brewpubs
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- Figure 9: Total US sales and forecast of craft beer, by segment, at current prices, 2010-15
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- Figure 10: Beer consumption, by consumption location, July 2015
- Craft breweries and brewpubs continue to come online
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- Figure 11: US regional craft breweries, microbreweries, and brewpubs operating, 2010-14
Market Perspective
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- Craft nearly doubles its share of the beer market 2009-14
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- Figure 12: Consumption of beer, by category (%), 2009 and 2014
- Craft gains on regular domestic consumption, opportunity to aim at imported/premium
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- Figure 13: Beer consumption, by type, 2011-15
- Craft launches up 24% 2010-15
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- Figure 14: Craft launches as percentage of total beer launches, 2010-15*
- Buyouts by big beer impact market growth
Market Factors
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- Beer leads alcohol sales
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- Figure 15: Share of beverage alcohol sales (%), by type, 2013-14
- Consumers are becoming more knowledgeable about beer
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- Figure 16: Statements related to beer – Knowledge, by generation group, July 2015
Key Players – What You Need to Know
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- Yuengling and Boston Beer lead craft sales
- Number six craft brand in 2014 likely not classified as craft in 2015
- Environmental and limited edition claims see strong craft launch growth
- Flavored craft is on the rise
- Craft may be extending beer consumption throughout the year
Manufacturer Sales of Craft Beer
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- Yuengling and Boston Beer lead craft sales
- A new entry in the market
- Heavy players lighten up
- Acquisitions change the landscape
- Growth through expanded distribution
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- Figure 17: Sales of 50 leading craft beer companies (top 10 and others [11-50])*, by volume, 2014
- Figure 18: 50 leading craft beer companies (top 10 and others [11-50])*, by volume share, 2013 and 2014
What’s Working?
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- Environmental and limited edition claims see strong craft launch growth
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- Figure 19: Craft beer launches, by top 10 claims, 2011-15*
- Flavored craft on the rise
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- Figure 20: Craft beer launches, by top nine flavors, 2011-15*
- Craft may be extending beer consumption throughout the year
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- Figure 21: Beer sales, by month, share of total, 2013-14
What’s Next?
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- Craft could stand to lighten up
- Touring the world through American craft
The Consumer – What You Need to Know
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- Craft beer consumption is on the rise
- Who is the craft beer consumer?
- Craft brands would do well to communicate their smallness
- Craft beer drinkers are particularly interested in style
- Craft drinkers are more likely than average to like to explore and share
Craft Beer Consumption
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- Craft beer consumption grows from 14% in 2011 to 19% in 2015
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- Figure 22: Craft beer consumption, 2011-15
- The craft beer gender gap is smaller than that of beer overall
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- Figure 23: Beer consumption, any location (net)* by type**, by gender, July 2015
- Millennials could be lured to craft through product variety and tracking
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- Figure 24: Beer consumption, any location (net)* by type**, by generation group, July 2015
- Price may exclude some, but craft style doesn’t wow for affordability
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- Figure 25: Beer consumption (any location net*), by household income, July 2015
- Hispanic interest in craft doesn’t match interest in beer, but it’s growing
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- Figure 26: Beer consumption (any location net*), by Hispanic origin, July 2015
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- Figure 27: Select beer consumption, by Hispanic origin, 2011-15
- Craft beer drinkers are open to non-craft
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- Figure 28: Statements related to beer – Consumption, July 2015
- Beer drinkers are more judgmental than non-drinkers about craft drinkers
Defining Craft
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- Majority says craft beer can be brewed anywhere, but domestic rules
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- Figure 29: Defining craft beer – Brewery location, July 2015
- Large beverage companies don’t carry strong craft association
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- Figure 30: Defining craft beer – Company type, July 2015
- Beer drinkers think the big guys can produce craft, but don’t need to
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- Figure 31: Statements related to beer – Large companies brewing craft, July 2015
- Craft drinkers are less particular about brewery location
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- Figure 32: Defining craft beer – Brewery Location, by craft beer consumption, July 2015
- …but are more particular about company type
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- Figure 33: Defining craft beer – Company type, by craft beer consumption, July 2015
- Craft drinkers are less likely to trust the quality of large companies, but are opening to seeing them try
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- Figure 34: Statements related to beer – Large companies brewing craft, by craft beer consumption, July 2015
- Hispanics are more likely to define craft as locally made
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- Figure 35: Defining craft beer – Brewery Location, by Hispanic origin, July 2015
- …and produced by an independent brewery
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- Figure 36: Defining craft beer – Company type, July 2015
- While Hispanics might not trust the big guy, they’re willing to see him try
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- Figure 37: Statements related to beer – Large companies brewing craft, by Hispanic origin July 2015
- “Small” appears as a key association with craft beer
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- Figure 38: How consumers define craft*, July 2015
Identifying Craft Brands
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- MillerCoors brand leads for craft identity
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- Figure 39: Identifying craft brands, July 2015
- Craft beer drinkers no more likely to be able to identify craft beer
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- Figure 40: Identifying craft brands, by craft beer consumption, July 2015
- Hispanics are most likely to identify imports as craft
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- Figure 41: Identifying craft brands, by Hispanic origin July 2015
- Flavor range plays a role in identifying craft
Opinions toward Beer Types
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- Craft moves beer beyond casual
- Perception of craft quality varies depending on who you ask
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- Figure 42: Correspondence analysis – Opinions toward beer types, July 2015
- Figure 43: Opinions toward beer type, July 2015
- Craft drinkers say craft leads for quality, but isn’t easy to find
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- Figure 44: Select opinions toward beer styles* among craft beer drinkers, by beer style, July 2015
- Non-craft drinkers may be swayed to trial for special occasions
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- Figure 45: Select opinions toward beer styles* among non-craft beer drinkers, by beer style, July 2015
- Domestic beer wins for quality and versatility among Hispanics
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- Figure 46: Select opinions toward select beer styles* among Hispanics, by beer style, July 2015
Factors Influencing Purchase
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- Craft beer drinkers are particularly interest in style, local positioning
- Larger brands attempt a local feel
- Craft drinkers are more likely to turn to reviews and recommendations
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- Figure 47: Select factors influencing beer purchase*, by craft beer consumption, July 2015
- Style seekers identify IPA, lager, and ale as typical styles consumed
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- Figure 48: Typical styles consumed*, July 2015
- Purchase motivation varies across generation groups
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- Figure 49: Select factors influencing beer purchase*, by generation group, July 2015
- Craft can appeal to Hispanics through sharing and sense of place
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- Figure 50: Select factors influencing beer purchase*, by Hispanic origin, July 2015
- Craft can appeal through environmental focus
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- Figure 51: Lifestyle statements – Environment, by beer style consumed, 2015
Statements Related to Beer
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- Craft drinkers claim more knowledge, but still like to explore
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- Figure 52: Statements related to beer – General, by craft beer consumption, July 2015
- Millennials ripe for engagement, grassroots promotion
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- Figure 53: Statements related to beer – General, by generation group, July 2015
- Hispanics are a strong audience for trial and social sharing
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- Figure 54: Statements related to beer – General, by Hispanic origin, July 2015
- Craft beer drinkers are less likely to be brand loyal
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- Figure 55: Statements related to beer – Brand, by craft beer consumption, July 2015
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- Figure 56: Statements related to beer – Style, by craft beer consumption, July 2015
- Millennials are less likely to be brand loyal, more likely to tie beer with image
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- Figure 57: Statements related to beer – Brand, by generation group, July 2015
- Figure 58: Statements related to beer – Style, by generation group, July 2015
- Hispanics are most likely to brand hop, but identify meaning with brand
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- Figure 59: Statements related to beer – Brand, by Hispanic origin, July 2015
- Figure 60: Statements related to beer – Style, by Hispanic origin, July 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Correspondence map methodology
- CHAID methodology
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 61: Total US sales and forecast of craft beer, at current prices, 2010-20
- Figure 62: Total US sales and forecast of craft beer, at inflation-adjusted prices, 2010-20
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- Figure 63: Total US volume sales of craft beer, 2010-14
- Figure 64: Total US sales and forecast of craft breweries, at current prices, 2010-20
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- Figure 65: Total US retail sales and forecast of brewery-produced craft beer, at inflation-adjusted prices, 2010-20
- Figure 66: Total US sales and forecast of craft beer at brewpubs, at current prices, 2010-20
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- Figure 67: Total US sales and forecast of craft beer at brewpubs, at inflation-adjusted prices, 2010-20
- Figure 68: US regional craft breweries, microbreweries, and brewpubs operating, 2010-14
- Figure 69: Consumption of beer, by category (2.25-gallon cases), 2009-14
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- Figure 70: Beer consumption, by type, 2011-15
- Figure 71: Craft beer launches as percentage of total beer launches, 2011-15*
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- Figure 72: Beverage alcohol sales, by type, 2013-14
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Appendix – Key Players
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- Manufacturer sales of craft beer
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- Figure 73: Leading craft beer companies*, by volume, 2013 and 2014
- Figure 74: Craft beer launches, by top 10 claims, 2011-15*
- Figure 75: Craft beer launches, by top nine flavors, 2011-15*
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- Figure 76: Beer sales, by month, share of total, 2013-14
Appendix – The Consumer
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- Figure 77: Select beer consumption, by Hispanic origin, 2011-15
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- Figure 78: Lifestyle statements – Environment, by beer style consumed, 2015
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- Figure 79: Beer drinking location – CHAID – Table output, July 2015
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- Figure 80: Per capita consumption of craft beer, by state, 2013-14
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- Figure 81: Craft share of total beer consumption, by state, 2013
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