CHICAGO — Taste, style and price weigh heavily on consumers' choices in craft beer, according to a new study by C+R Research.
The research company polled 2,000 Americans between the ages of 21 to 70 who drink alcohol to dig into the mindset of the craft-beer drinker.
The results show that almost half drink craft beer at least once a week, and nearly all said they drank craft beer at least once within the previous month. On average, respondents said they spend about $59 per month on craft beer. Males typically spend about $7 more than the average and females spend about $50 per month.
Respondents said the most significant factors in choosing the beers they drink are taste and quality. Ninety-one percent said they prefer craft beer over big-brand beer, and 86% said they would pay more for the craft beer of their preference, even if cheaper options were available.
According to the poll, 43% of millennials said they visit a brewpub or brewery at least once per month and spend about $63 a month on craft beer per month. There’s also a good chance they’ll be sipping an IPA, which is the generation’s preferred style of beer.
Source: C+R Research
Methodology
From March 11 through March 22, 2019, C+R Research conducted its online poll of 2,000 Americans from across the country using Amazon’s Mechanical Turk online platform. Respondents were a mixture of self-reporting males and females ranging from ages 21 to 70 who identified as people who drink alcohol regularly.
C+R Research, Chicago, said it acknowledged a subject-matter bias in the study because it relies on self-reporting by respondents who are over the age of 21 and identify as regular alcohol drinkers and does not represent a scientific sample.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.