Here’s why (and where) we’re buying craft beer, according to Nielsen data
We each have our own reasons for drinking craft beer, whether that has to do with flavor, consumer values, or just to fit in with our friends. It’s interesting, though, to peek at why other people buy craft beer, and whether those motivations align with how we imagine “craft drinkers” as a whole. (After all, we do often think of ourselves as some sort of a clan, no?)
The Brewers Association and Nielsen Research this spring conducted a nationally representative survey of more than 1,000 regular craft beer drinkers, 58 percent of whom said they consume craft beer at least weekly. Here are some of the more interesting findings:
‘Craft’ signifies many things to consumers. Highest on the list of associations were the phrases small/independent company, hand-crafted and small-batch production. Choosing a beer that is ‘locally made’ mattered to 52% of craft beer drinkers, and has increased in importance from just a few years ago.
Read the full article here: http://draftmag.com/nielsen-data-craft-beer-trends/