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Craft Beer - US - October 2015

"As beer sales stagnate, craft is a small bright spot preventing a loss of share to wine and spirits. Mintel estimates craft growth in 2015, and continued growth through 2020, though at a slowing rate."

This report looks at the following issues:

  • Sales of craft beer projected to grow in 2015
  • Craft beer consumption small, but growing
  • "Small" appears as a key association with craft beer

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Sales of craft beer projected to grow 22% in 2015
            • Figure 1: Total US retail sales and fan chart forecast craft beer, at current prices, 2010-20
          • Craft beer consumption small, but growing
            • Figure 2: Craft beer consumption, 2011-15
          • “Small” appears as a key association with craft beer
            • Figure 3: How consumers define craft*, July 2015
          • The opportunities
            • Craft gains on regular domestic consumption, can challenge others
              • Figure 4: Beer consumption, by type, 2011-15
            • Craft could stand to lighten up
              • Figure 5: Select factors influencing beer purchase*, by craft beer consumption, July 2015
            • Craft beer drinkers are less likely to be brand loyal
              • Figure 6: Statements related to beer – Brand, by craft beer consumption, July 2015
            • What it means
            • The Market – What You Need to Know

              • 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

                        • Sales of craft beer projected to grow 22% in 2015
                          • Figure 7: Total US retail sales and fan chart forecast craft beer, at current prices, 2010-20
                          • Figure 8: Total US volume sales of craft beer, 2010-14
                      • Market Breakdown

                        • Strong growth in sales across both breweries and brewpubs
                          • Figure 9: Total US sales and forecast of craft beer, by segment, at current prices, 2010-15
                          • Figure 10: Beer consumption, by consumption location, July 2015
                        • Craft breweries and brewpubs continue to come online
                          • Figure 11: US regional craft breweries, microbreweries, and brewpubs operating, 2010-14
                      • Market Perspective

                        • Craft nearly doubles its share of the beer market 2009-14
                          • Figure 12: Consumption of beer, by category (%), 2009 and 2014
                        • Craft gains on regular domestic consumption, opportunity to aim at imported/premium
                          • Figure 13: Beer consumption, by type, 2011-15
                        • Craft launches up 24% 2010-15
                          • Figure 14: Craft launches as percentage of total beer launches, 2010-15*
                        • Buyouts by big beer impact market growth
                        • Market Factors

                          • Beer leads alcohol sales
                            • Figure 15: Share of beverage alcohol sales (%), by type, 2013-14
                          • Consumers are becoming more knowledgeable about beer
                            • Figure 16: Statements related to beer – Knowledge, by generation group, July 2015
                        • Key Players – What You Need to Know

                          • 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

                                    • 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
                                              • 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?

                                            • Environmental and limited edition claims see strong craft launch growth
                                                • Figure 19: Craft beer launches, by top 10 claims, 2011-15*
                                              • Flavored craft on the rise
                                                  • Figure 20: Craft beer launches, by top nine flavors, 2011-15*
                                                • Craft may be extending beer consumption throughout the year
                                                  • Figure 21: Beer sales, by month, share of total, 2013-14
                                              • What’s Next?

                                                • Craft could stand to lighten up
                                                  • Touring the world through American craft
                                                  • The Consumer – What You Need to Know

                                                    • 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

                                                              • Craft beer consumption grows from 14% in 2011 to 19% in 2015
                                                                • Figure 22: Craft beer consumption, 2011-15
                                                              • The craft beer gender gap is smaller than that of beer overall
                                                                  • Figure 23: Beer consumption, any location (net)* by type**, by gender, July 2015
                                                                • Millennials could be lured to craft through product variety and tracking
                                                                  • 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
                                                                  • 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
                                                                  • Figure 26: Beer consumption (any location net*), by Hispanic origin, July 2015
                                                                  • Figure 27: Select beer consumption, by Hispanic origin, 2011-15
                                                                • Craft beer drinkers are open to non-craft
                                                                  • Figure 28: Statements related to beer – Consumption, July 2015
                                                                • Beer drinkers are more judgmental than non-drinkers about craft drinkers
                                                                • Defining Craft

                                                                  • Majority says craft beer can be brewed anywhere, but domestic rules
                                                                    • Figure 29: Defining craft beer – Brewery location, July 2015
                                                                  • Large beverage companies don’t carry strong craft association
                                                                      • Figure 30: Defining craft beer – Company type, July 2015
                                                                    • Beer drinkers think the big guys can produce craft, but don’t need to
                                                                      • Figure 31: Statements related to beer – Large companies brewing craft, July 2015
                                                                    • Craft drinkers are less particular about brewery location
                                                                      • Figure 32: Defining craft beer – Brewery Location, by craft beer consumption, July 2015
                                                                    • …but are more particular about company type
                                                                      • 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
                                                                      • 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
                                                                      • Figure 35: Defining craft beer – Brewery Location, by Hispanic origin, July 2015
                                                                    • …and produced by an independent brewery
                                                                      • Figure 36: Defining craft beer – Company type, July 2015
                                                                    • While Hispanics might not trust the big guy, they’re willing to see him try
                                                                      • Figure 37: Statements related to beer – Large companies brewing craft, by Hispanic origin July 2015
                                                                    • “Small” appears as a key association with craft beer
                                                                      • Figure 38: How consumers define craft*, July 2015
                                                                  • Identifying Craft Brands

                                                                    • MillerCoors brand leads for craft identity
                                                                      • Figure 39: Identifying craft brands, July 2015
                                                                    • Craft beer drinkers no more likely to be able to identify craft beer
                                                                      • Figure 40: Identifying craft brands, by craft beer consumption, July 2015
                                                                    • Hispanics are most likely to identify imports as craft
                                                                      • Figure 41: Identifying craft brands, by Hispanic origin July 2015
                                                                    • Flavor range plays a role in identifying craft
                                                                    • Opinions toward Beer Types

                                                                      • Craft moves beer beyond casual
                                                                        • Perception of craft quality varies depending on who you ask
                                                                          • 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
                                                                            • 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
                                                                            • 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
                                                                            • Figure 46: Select opinions toward select beer styles* among Hispanics, by beer style, July 2015
                                                                        • Factors Influencing Purchase

                                                                          • 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
                                                                                • Figure 47: Select factors influencing beer purchase*, by craft beer consumption, July 2015
                                                                              • Style seekers identify IPA, lager, and ale as typical styles consumed
                                                                                • Figure 48: Typical styles consumed*, July 2015
                                                                              • Purchase motivation varies across generation groups
                                                                                • Figure 49: Select factors influencing beer purchase*, by generation group, July 2015
                                                                              • Craft can appeal to Hispanics through sharing and sense of place
                                                                                • Figure 50: Select factors influencing beer purchase*, by Hispanic origin, July 2015
                                                                              • Craft can appeal through environmental focus
                                                                                • Figure 51: Lifestyle statements – Environment, by beer style consumed, 2015
                                                                            • Statements Related to Beer

                                                                              • Craft drinkers claim more knowledge, but still like to explore
                                                                                • Figure 52: Statements related to beer – General, by craft beer consumption, July 2015
                                                                              • Millennials ripe for engagement, grassroots promotion
                                                                                • Figure 53: Statements related to beer – General, by generation group, July 2015
                                                                              • Hispanics are a strong audience for trial and social sharing
                                                                                • Figure 54: Statements related to beer – General, by Hispanic origin, July 2015
                                                                              • Craft beer drinkers are less likely to be brand loyal
                                                                                • Figure 55: Statements related to beer – Brand, by craft beer consumption, July 2015
                                                                                • 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
                                                                                  • 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
                                                                                  • 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

                                                                                • 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

                                                                                                    • 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
                                                                                                    • 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
                                                                                                    • 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
                                                                                                    • 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
                                                                                                    • Figure 70: Beer consumption, by type, 2011-15
                                                                                                    • Figure 71: Craft beer launches as percentage of total beer launches, 2011-15*
                                                                                                    • Figure 72: Beverage alcohol sales, by type, 2013-14
                                                                                                • Appendix – Key Players

                                                                                                  • Manufacturer sales of craft beer
                                                                                                    • 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*
                                                                                                    • Figure 76: Beer sales, by month, share of total, 2013-14
                                                                                                • Appendix – The Consumer

                                                                                                    • Figure 77: Select beer consumption, by Hispanic origin, 2011-15
                                                                                                    • Figure 78: Lifestyle statements – Environment, by beer style consumed, 2015
                                                                                                    • Figure 79: Beer drinking location – CHAID – Table output, July 2015
                                                                                                    • Figure 80: Per capita consumption of craft beer, by state, 2013-14
                                                                                                    • Figure 81: Craft share of total beer consumption, by state, 2013

                                                                                                Companies Covered

                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                Craft Beer - US - October 2015

                                                                                                £3,199.84 (Excl.Tax)