CHICAGO -- Craft-beer and hard-cider consumption skews more evenly across genders and ethnicities than many people think, according to a new study by Technomic.
The research firm's recently completed On-Premise Craft Beer & Cider study reveals that all is not as it seems with these trending alcoholic beverages.
The multi-faceted research project tracks ongoing growth for craft beer in restaurants and bars, identifies leading brands by region and dives into cider's evolution. While focused on on-premise consumption, the study unveils useful information about consumers for any retailer. The study also busts some myths and clarifies several misconceptions. Among those myths busted (See infographic below):
- More craft beer and cider is purchased at retail than in restaurants and bars.
- Only women drink cider.
- Hispanic consumers don't drink craft beer.
- Cider consumers are primarily switching from white wine.
The study is part of Chicago-based Technomic's ongoing research and analysis of the adult-beverage marketplace.