UK Attitudes towards Craft Alcoholic Drinks market report
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Providing the most comprehensive and up-to-date information and analysis of the Attitudes towards Craft Alcoholic Drinks market, and the behaviours, preferences and habits of the consumer.
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What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Products covered in this Report
There is no industry-wide accepted definition of ‘craft’ drinks, but craft brands are often associated with being made by companies which are small in size and independent. However, this definition could be questioned, particularly in view of the various takeovers of craft producers by larger companies over 2013-18. Instead, many consumers are defining craft drinks according to their own criteria, which will be explored in the report.
The Report covers all types of alcoholic drinks, but excludes soft drinks such as carbonated soft drinks and juices. The absence of an industry-wide definition of craft drinks means that a market size cannot be reliably calculated, and therefore none has been included in this report.
What you need to know
The buzz around craft alcohol continues, the market attracting new entrants, both large and small. The mainstream role of these drinks is apparent in that three in 10 UK adults have bought what they consider to be craft alcoholic drinks, with ale/bitter the most widely bought type at 15%. However, the term ‘craft’ in itself carries little weight among consumers, putting the onus on craft brands to demonstrate to consumers the tangible unique proposition of their product.
Unique flavour and high-quality ingredients are the attributes most widely seen by consumers as important in making an alcoholic drink ‘craft’. Lagging some way is not being owned by a large company, cited by 31%, rising to 43% among craft buyers. The raft of acquisitions of craft brands by larger companies thus carries some risk of a backlash, Indeed, a quarter of craft buyers have stopped buying a favourite craft brand after it was acquired by a larger company.
On-shelf flavour profile labels and quality awards stand out as promising means for craft products to attract new users, encouraging purchase among 51% and 49% of alcohol buyers respectively. Collaborations between craft brands and larger companies are another possibility, appealing to 45% of alcohol buyers.
Expert analysis from a specialist in the field
Written by Alice Baker , a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Where craft brands enjoy a decided advantage over standard ones is the positive emotions they spark among users. Underpinning this is a perception of craft brands as supporting their local economy. Marketing messages presenting their company as part of a wider community would help craft producers to leverage this perception.
Food & Drink Analyst
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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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