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Craft Beer - US - November 2012

“Beer drinkers younger than 35 have come of legal drinking age during a time when craft and craft-style beers have become commonplace in the market. Yet, with another 1,200-plus breweries in planning, an already crowded landscape is at risk of becoming overpopulated. Even the most dominant craft and craft-style brands could lose ground as consumers trade away to the latest beer releases. Thus, craft breweries should cultivate and cater to loyal fans who will stick with the brand regardless of competition.”

– Jennifer Zegler, Beverage Analyst

Some questions answered in this report include:

  • Who is the craft beer consumer? Why do they choose craft beer? How often do they choose craft beer?
  • How does the rate of and preference for craft beer consumption compare to domestic and imported beer consumption?
  • How do consumers learn about craft beer brands? What marketing tactics have proven successful for these often smaller brewers?
  • What are consumers’ priorities when they purchase craft beer? How do they differ from the priorities of domestic or imported beer consumers?
  • Where do consumers purchase craft beer?
  • What are the leading craft and craft-style beer producers? How does craft-style beer compare to craft beer in sales?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • Craft beer’s popularity rises as does number of new breweries
                          • Figure 1: Total U.S. sales and fan chart forecast of craft and craft-style beer market, at current prices, 2007-17
                        • Foam is rising: Drinkers are increasing craft beer consumption
                          • Figure 2: Changes in craft beer consumption habits, July 2012
                        • Craft beer not yet part of drinking routine for beer fans
                          • Figure 3: Incidence and frequency of personal beer consumption, by type of beer, July 2012
                        • Craft beer wins on taste, falls flat on value
                          • Figure 4: Attitudes toward taste and value, domestic vs. craft beer, July 2012
                          • Figure 5: Attitudes toward taste and value, imported vs. craft beer, July 2012
                        • Taste, full-bodied flavor most important to craft beer drinkers
                          • Figure 6: Important attributes when selecting craft beer, July 2012
                        • Craft and craft-style brewers jockey for space in growing segment
                          • Figure 7: MULO sales of craft and craft-style beer by leading companies, 52 weeks ending September 2012
                        • New product releases fuel the segment’s expansion
                          • Figure 8: New craft beers launched between Oct. 3, 2011, and Oct. 3, 2012, by company
                        • Selection, education key to craft beer retailing
                          • Figure 9: Craft and craft-style beer sales in supermarkets and other retail channel, by year
                        • What we think
                        • Issues in the Market

                            • How many craft breweries are too many craft breweries?
                              • What sets craft breweries apart from their beer competition?
                                • What are the best ways to encourage trial among consumers?
                                  • How can craft beer tap into its feminine side?
                                  • Insights and Opportunities

                                    • Encourage trial with multiple packaging options
                                      • Promote craft beer as a more routine alcoholic beverage choice
                                        • Give craft beer fans a piece of the creativity
                                          • Reward craft beer loyalists with more insight into brewery, processes
                                            • Figure 10: The Craft of Beer, Crate and Barrel, Fall 2012
                                        • Trend Applications

                                            • Trend: Carnivore, Herbivore…Locavore
                                              • Trend: Guiding Choice
                                                • 2015 Trend: Access Anything, Anywhere
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Craft beer proves to be a recession-resilient bright spot
                                                      • Sales and forecast of craft and craft-style beer market
                                                        • Figure 11: Total U.S. retail sales and forecast of craft and craft-style beer market, at current prices, 2007-17
                                                        • Figure 12: Total U.S. retail sales, forecast, craft, craft-style beer market, inflation-adjusted prices, 2007-17
                                                      • Fan chart forecast
                                                          • Figure 13: Total U.S. market and fan chart forecast of craft, craft-style beer market, current prices, 2007-17
                                                      • Market Drivers

                                                        • Key points
                                                          • Evolving habits present consumption conundrums for alcohol marketers
                                                            • Entire Millennial generation will be of legal drinking age in 2015
                                                              • Figure 14: Population, by generation, 2012
                                                            • Escalating obesity rates spur alcohol reduction
                                                              • Figure 15: Obesity, by age group, 2008 vs. 2012
                                                            • Rising food prices could squeeze craft beer budgets
                                                            • Competitive Context

                                                              • Key points
                                                                • Domestic and imported beer remain an obstacle for craft beer
                                                                    • Figure 16: Consumption of beer by category in 000 of 2.25-gallon cases, 2010-11
                                                                  • Wine most successful at stealing share in the alcohol market
                                                                    • Figure 17: Wine consumption in 000 of 9-liter cases, 2010-11
                                                                  • Variety provided by spirits tempts drinkers
                                                                    • Figure 18: Distilled spirits consumption by category in 000 of 9-liter cases, 2010-11
                                                                  • Hard cider follows path blazed by craft beer
                                                                      • Figure 19: Leading brands of cider in 000 of 2.25-gallon cases, 2010-11
                                                                  • Category Performance

                                                                    • Key points
                                                                      • Craft and craft-style beer continues growth amid recession
                                                                        • Dollar sales of craft and craft-style beer market
                                                                          • Figure 20: Total U.S. sales and forecast of craft and craft-style beer, at current prices, 2007-17
                                                                        • Case sales of craft and craft-style beer market
                                                                          • Figure 21: Total U.S. sales and forecast of craft and craft-style beer, in 000 of 2.25-gallon cases, 2007-17
                                                                      • Retail Channels

                                                                        • Key points
                                                                          • Other channel far outsells competing off-premise retailers
                                                                            • Sales of craft and craft-style beer, by off-premise channel
                                                                              • Figure 22: Total U.S. dollar sales of craft and craft-style beer, by off-premise channel, 2007-12
                                                                            • On-premise segment takes second place in craft beer sales
                                                                              • Microbreweries attract consumers to their on-site brewed beers
                                                                              • Retail Channels—On-premise

                                                                                • Key points
                                                                                  • Beer is top on-premise alcohol choice, but faces “spirited” competition
                                                                                    • On-premise sales of alcohol
                                                                                      • Figure 23: On-Premise retail dollar sales of alcohol, 2006-11
                                                                                    • Consumers most likely to increase on-premise craft beer orders
                                                                                      • Figure 24: Alterations in beer consumption habits, by type of beer, July 2012
                                                                                    • Restaurants make room for craft beer on menus
                                                                                      • Figure 25: Ingredient by quarter for domestic beer, only brand is listed at buffets, chain restaurants, independents, non-commercial locations, top 100 chain restaurants, and top chefs, Q3 2012
                                                                                    • Large beer selection encourages on-premise purchases
                                                                                      • Playing matchmaker: Food and craft beer pairings proliferate
                                                                                      • Retail Channels—Off-Premise

                                                                                        • Key points
                                                                                          • Specialty retailers corner craft beer market, supermarkets make inroads
                                                                                            • Figure 26: Craft beer retail channel preferences, July 2012
                                                                                          • Convenience a factor for all ages in choice of craft beer retailer
                                                                                            • Figure 27: Craft beer retail channel preferences, by age, July 2012
                                                                                          • Westerners most likely to buy craft beer in supermarkets
                                                                                            • Figure 28: Top five retail channel preferences for craft beer, by region, July 2012
                                                                                          • Supermarkets craft innovative beer strategies, private label
                                                                                            • Craft brewers place emphasis on convenience stores
                                                                                              • Liquor, specialty stores highlight craft beer selections
                                                                                                • Figure 29: Binny’s Beverage Depot “The Beer Buzz” e-newsletter, Nov. 2, 2012
                                                                                              • Ever-expanding craft selections in natural channel home to niche beers
                                                                                                • Sales of craft beer in the natural channel
                                                                                                  • Figure 30: Natural supermarket sales of craft beer, at current prices, 2010-12*
                                                                                                • Sierra Nevada, New Belgium lead natural channel sales
                                                                                                • Leading Companies

                                                                                                  • Key points
                                                                                                    • Blue Moon, Leinenkugel’s lead MillerCoors’ dominance
                                                                                                      • A-B InBev growing its craft beer stable through Shock Top, acquisitions
                                                                                                        • Leading corporate-owned craft-style brands
                                                                                                          • Figure 31: Manufacturer case sales in 000 2.25-gallon cases, 2009-11
                                                                                                        • Boston Beer tops craft brewer ranks due to diverse portfolio
                                                                                                          • Sierra Nevada, New Belgium feed demand with East Coast brewery plans
                                                                                                            • Shiner, Bell’s see strong growth, Deschutes set to expand
                                                                                                              • Top craft brewing companies, 2009-11
                                                                                                                • Figure 32: Craft beer manufacturer case sales, in 000 2.25-gallon cases, 2009-11
                                                                                                            • Brand Share—Craft-Style Brands

                                                                                                              • Key points
                                                                                                                • MillerCoors positions Tenth and Blake brands for growth
                                                                                                                    • Figure 33: Henry Weinhard’s coupon flier, Nov. 4, 2012
                                                                                                                  • Innovations from Shock Top grow A-B InBev’s craft-style portfolio
                                                                                                                    • Vast portfolio benefits Craft Brew Alliance
                                                                                                                      • North American Breweries transfers ownership
                                                                                                                        • U.S. craft and craft-style beer sales
                                                                                                                          • Figure 34: Multi-outlet aggregated (MULO) sales of U.S. craft and craft-style beer, 2011-2012
                                                                                                                      • Brand Share—Top Three Craft Brewers

                                                                                                                        • Key points
                                                                                                                          • Boston Beer Company retains top spot among craft brewers
                                                                                                                            • Figure 35: Boston Beer Company Shipments, 2006-11 in 000 of 2.25-gallon cases, 2006-11
                                                                                                                          • Sierra Nevada looks to expand capacity to keep up with sales
                                                                                                                            • Figure 36: Sierra Nevada Brewing Company Inc. Shipments, in 000 2.25-gallon cases, 2006-11
                                                                                                                          • New Belgium’s growing portfolio spurs brewer to look eastward
                                                                                                                            • Figure 37: New Belgium Brewing Company Inc. Shipments, in 000 2.25-gallon cases, 2006-11
                                                                                                                        • Brand Share—Up-and-coming Craft Brewers

                                                                                                                          • Key points
                                                                                                                            • Gambrinus’ Shiner, BridgePort brands fuel sales growth
                                                                                                                              • Figure 38: Gambrinus Company shipments, in 000 2.25-gallon cases, 2006-11
                                                                                                                            • Deschutes Brewery continues modest expansion pace
                                                                                                                              • Craft beer’s rising tide helps float many brewers across the country
                                                                                                                                  • Figure 39: Shipyard Brewing Company, television ad, 2012
                                                                                                                                  • Figure 40: Breckenridge Brewery, television ad, 2012
                                                                                                                              • Innovations and Innovators

                                                                                                                                • They put what in a beer? Craft brewers show no fear of experimentation
                                                                                                                                  • Teamwork: Collaboration beers capitalize on brewery loyalty, curiosity
                                                                                                                                    • Crowd-sourcing projects give craft beer fans a piece of the process
                                                                                                                                    • Marketing Strategies

                                                                                                                                      • Overview of the craft beer landscape
                                                                                                                                        • Brand analysis: Blue Moon
                                                                                                                                          • Online initiatives
                                                                                                                                            • TV presence
                                                                                                                                              • Figure 41: Blue Moon, television ad, 2012
                                                                                                                                            • Brand analysis: Leinenkugel’s
                                                                                                                                              • Online initiatives
                                                                                                                                                • TV presence
                                                                                                                                                  • Figure 42: Leinenkugel’s, television ad, 2012
                                                                                                                                                • Brand analysis: Samuel Adams
                                                                                                                                                  • Online initiatives
                                                                                                                                                    • TV presence
                                                                                                                                                      • Figure 43: Samuel Adams, television ad, 2012
                                                                                                                                                    • Print and other
                                                                                                                                                      • Brand analysis: New Belgium Brewing Company
                                                                                                                                                        • Online initiatives
                                                                                                                                                          • TV presence
                                                                                                                                                            • Figure 44: New Belgium, television ad, year
                                                                                                                                                          • Print and other
                                                                                                                                                            • Brand analysis: Dogfish Head Craft Brewery
                                                                                                                                                              • Event marketing and other initiatives
                                                                                                                                                                • Online initiatives
                                                                                                                                                                  • Brand analysis: Stone Brewing Company
                                                                                                                                                                    • Event marketing and other initiatives
                                                                                                                                                                    • The Consumer—Usage, Purchase, and Occasions

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Craft volume consumption in line with other beer segments
                                                                                                                                                                            • Figure 45: Volume consumption of beer, by type of beer, July 2012
                                                                                                                                                                          • More experienced 25-34 year olds lead craft beer consumption
                                                                                                                                                                              • Figure 46: Incidence and frequency of craft beer consumption, by age, July 2012
                                                                                                                                                                            • Young men most frequent craft beer consumers
                                                                                                                                                                                • Figure 47: Incidence and frequency of craft beer consumption, by gender and age, July 2012
                                                                                                                                                                              • Women more likely to consume fewer craft beers
                                                                                                                                                                                  • Figure 48: Volume consumption of beer, by type of beer, by gender, July 2012
                                                                                                                                                                                  • Figure 49: Frequency of beer consumption, by type of beer, by gender, July 2012
                                                                                                                                                                                • Consumers choose craft beer as a partner in social situations
                                                                                                                                                                                    • Figure 50: Craft beer consumption occasion and location, by age, July 2012
                                                                                                                                                                                  • Picket fence dwellers more likely to pour a craft brewed pint
                                                                                                                                                                                      • Figure 51: Incidence and frequency of craft beer consumption, by area, July 2012
                                                                                                                                                                                    • Premium-priced craft beer finds niche with $100K+ earners
                                                                                                                                                                                        • Figure 52: Incidence and frequency of craft beer consumption, by household income, July 2012
                                                                                                                                                                                        • Figure 53: Volume consumption of craft beer, by household income, July 2012
                                                                                                                                                                                      • Increase in consumption more likely among younger men and women
                                                                                                                                                                                          • Figure 54: Alterations in craft beer consumption habits, by gender and age, July 2012
                                                                                                                                                                                        • Health the biggest reason for drinking less craft beer this year
                                                                                                                                                                                            • Figure 55: Reasons for reducing craft beer consumption, July 2012
                                                                                                                                                                                          • Wine, spirits represent beacons for bored beer drinkers
                                                                                                                                                                                              • Figure 56: Reasons for reducing beer consumption, by beer types, July 2012
                                                                                                                                                                                            • Men see taste advantage of craft beer, not quite sure of value
                                                                                                                                                                                              • Figure 57: Attitudes toward taste and value, domestic vs. craft beer, by gender and age, July 2012
                                                                                                                                                                                              • Figure 58: Attitudes toward taste and value, imported vs. craft beer, by gender and age, July 2012
                                                                                                                                                                                            • West stakes claim as most popular region for craft beer
                                                                                                                                                                                              • Figure 59: Frequency of craft beer consumption, by region, July 2012
                                                                                                                                                                                            • Midwesterners stepping up craft beer pours
                                                                                                                                                                                                • Figure 60: Alterations in craft beer consumption habits, by region, July 2012
                                                                                                                                                                                            • The Consumer—Attitudes and Behaviors

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Craft brewers’ focus on taste resonates with fans
                                                                                                                                                                                                    • Figure 61: Important attributes when selecting beer, by type of beer, July 2012
                                                                                                                                                                                                  • Brand name remains top pull for craft beer drinkers
                                                                                                                                                                                                      • Figure 62: Attitudes and behaviors toward craft beer purchase, July 2012
                                                                                                                                                                                                    • Peer pressure less of a concern for craft beer loyalists
                                                                                                                                                                                                      • Figure 63: Beer drinking attitudes and behaviors, personal vs. peer, July 2012
                                                                                                                                                                                                    • Is curiosity a natural part of craft beer consumers’ habits?
                                                                                                                                                                                                        • Figure 64: Beer drinking attitudes and behaviors, beer discovery and recommendation, July 2012
                                                                                                                                                                                                      • Draft, freshness not as much of a preference for craft beer drinkers
                                                                                                                                                                                                          • Figure 65: Beer drinking attitudes and behaviors, draft and freshness values, July 2012
                                                                                                                                                                                                        • Promotion, price more of a concern for craft beer consumers
                                                                                                                                                                                                            • Figure 66: Important attributes on price and packaging when selecting beer, by type of beer, July 2012
                                                                                                                                                                                                          • Expense, desire for education pose barriers to craft beer consumption
                                                                                                                                                                                                              • Figure 67: Attitudes toward craft beer, July 2012
                                                                                                                                                                                                            • Craft beer + food = One happy couple
                                                                                                                                                                                                                • Figure 68: Beer drinking attitudes and behaviors, Beer pairing, by beer type, July 2012
                                                                                                                                                                                                              • Social settings might help more women consider craft beer
                                                                                                                                                                                                                  • Figure 69: Craft beer consumption occasion and location, by gender and age, July 2012
                                                                                                                                                                                                                • Men care about brewery while women prefer flavors, beer claims
                                                                                                                                                                                                                    • Figure 70: Factors influencing purchase of craft beer, by gender, July 2012
                                                                                                                                                                                                                  • Millennials most opinionated about price and flavor
                                                                                                                                                                                                                      • Figure 71: Important attributes when selecting beer, by generation, July 2012
                                                                                                                                                                                                                    • Millennials, Gen X like craft beer’s taste, but give no points for value
                                                                                                                                                                                                                      • Figure 72: Attitudes toward taste, domestic vs. craft beer, by generation, July 2012
                                                                                                                                                                                                                      • Figure 73: Attitudes toward taste and value, imported vs. craft beer, by generation, July 2012
                                                                                                                                                                                                                    • Quality appreciation more prevalent among Millennials
                                                                                                                                                                                                                        • Figure 74: Attitudes toward craft beer, by generation, July 2012
                                                                                                                                                                                                                      • Younger consumers also more interested in brewery details
                                                                                                                                                                                                                          • Figure 75: Factors influencing purchase of craft beer, by age, July 2012
                                                                                                                                                                                                                        • Interest in ingredients transcends age
                                                                                                                                                                                                                            • Figure 76: Factors influencing purchase of craft beer, by age, July 2012
                                                                                                                                                                                                                          • In the West, brewery’s role is best, Northeast is all about green
                                                                                                                                                                                                                              • Figure 77: Factors influencing purchases of craft beer, by region, July 2012
                                                                                                                                                                                                                            • Independence is valued in the country, while artisan favored in cities
                                                                                                                                                                                                                                • Figure 78: Factors influencing purchases of craft beer, by area, July 2012
                                                                                                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Asians, Hispanics among most frequent craft beer drinkers
                                                                                                                                                                                                                                  • Figure 79: Incidence and frequency of craft beer consumption, by race/Hispanic origin, July 2012
                                                                                                                                                                                                                                • Hispanic consumers opt for six-pack or so of craft beer a month
                                                                                                                                                                                                                                  • Figure 80: Volume consumption of beer, by type of beer, by Hispanic origin, July 2012
                                                                                                                                                                                                                                • Brewers should capitalize on Hispanics’ craft beer curiosity
                                                                                                                                                                                                                                  • Figure 81: Attitudes toward craft beer, by Hispanic origin, July 2012
                                                                                                                                                                                                                                • Price, selection influence the retail choices of Hispanics
                                                                                                                                                                                                                                  • Figure 82: Retail channel preferences for craft beer, by Hispanic origin, July 2012
                                                                                                                                                                                                                                • Blacks show least interest in craft beer segment
                                                                                                                                                                                                                                  • Figure 83: Attitudes toward taste and value, domestic vs. craft beer, by race/Hispanic origin, July 2012
                                                                                                                                                                                                                                  • Figure 84: Attitudes toward taste and value, imported vs. craft beer, by race/Hispanic origin, July 2012
                                                                                                                                                                                                                              • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                  • Figure 85: Alterations in craft beer consumption habits, July 2012
                                                                                                                                                                                                                                  • Figure 86: Attitudes toward taste and value, domestic vs. craft beer, July 2012
                                                                                                                                                                                                                                  • Figure 87: Attitudes toward taste and value, imported vs. craft beer, July 2012
                                                                                                                                                                                                                                  • Figure 88: Important attributes when selecting craft beer, July 2012
                                                                                                                                                                                                                                  • Figure 89: Incidence and frequency of personal beer consumption, by type of beer, July 2012
                                                                                                                                                                                                                                  • Figure 90: Natural supermarket sales of craft beer, at inflation-adjusted prices, 2010-12*
                                                                                                                                                                                                                                  • Figure 91: Incidence and frequency of craft beer consumption, by generation, July 2012
                                                                                                                                                                                                                                  • Figure 92: Volume consumption of craft beer, by age, July 2012
                                                                                                                                                                                                                                  • Figure 93: Volume consumption of craft beer, by urban area, July 2012
                                                                                                                                                                                                                                  • Figure 94: Volume consumption of craft beer, by age, July 2012
                                                                                                                                                                                                                                  • Figure 95: Retail channel preferences, by craft beer, by household income, July 2012
                                                                                                                                                                                                                                  • Figure 96: Beer consumption occasion and location by craft beer, by Hispanic origin, July 2012
                                                                                                                                                                                                                                  • Figure 97: Beer consumption occasion and location by craft beer, by generation, July 2012
                                                                                                                                                                                                                                  • Figure 98: Alterations in craft beer consumption habits, by generation, July 2012
                                                                                                                                                                                                                                  • Figure 99: Attitudes toward craft beer, by age, July 2012
                                                                                                                                                                                                                                  • Figure 100: Factors influencing purchase of craft beer, by generation, July 2012
                                                                                                                                                                                                                              • Appendix—Trade Associations

                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                • Anheuser Busch-InBev
                                                                                                                                                                                                                                • Boulevard Brewing Co.
                                                                                                                                                                                                                                • Deschutes Brewery Inc.
                                                                                                                                                                                                                                • InBev USA
                                                                                                                                                                                                                                • Matt Brewing Company
                                                                                                                                                                                                                                • MillerCoors LLC
                                                                                                                                                                                                                                • SABMiller PLC
                                                                                                                                                                                                                                • Sierra Nevada Brewing Company
                                                                                                                                                                                                                                • Spoetzl Brewery
                                                                                                                                                                                                                                • The Boston Beer Company Inc.

                                                                                                                                                                                                                                Craft Beer - US - November 2012

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