Bottled vs. Draft Preference

Bottled vs. Draft Beers

Bruce KrellPat NiedertApril 28, 2010

“The mental hangover”

Bottled Beer

•Many bottled beers are very tasty. Even though they have undergone rapid heat treatment or pasteurization, most bottled beers manage to retain a pleasant flavor.

•Bottled beer has a shelf life of about three months so check the ‘sell by’ date before consuming a bottle.

•Sunlight or fluorescent light causes oxidation faster inside green or clear bottles than in brown bottles.

Draft Beers

•The main reason that draft beer is popular is that it retains most of the flavor that it had when it was brewed.

•Also, its flavor is less affected by the packaging process than canned or bottled beer.

•Most keg beer doesn't require pasteurization or filtering before being kegged.

•Draft beer also scores over bottled and canned beer with its mouthfeel. When pouring beer from the tap, the rate of pour and the amount of carbon dioxide can seriously affect the taste sensation.

Objective

•Determine which method is more popular

•Bottled or Draft Beers?

•Are there any variables which would change preference?

How testing was performed

Date: April 19th-April 22nd Time: Between 4:00-7:00PM Location: Bart & Urby’s Downtown Bar

and Bistro Target Audience: Over 21 Drinking

Crowd Surveys: 40 (Every Other)

22 Females 18 Males

Survey

11 Questions ranging from: Gender Age Income Beer Consumption Import vs. Domestic Environmental Changes for Drinking Taste Preference Overall

One Sample Mean

Do you normally drink import or domestic beer?

Import Vs. Domestic

43%

57%

Import

Domestic

Imported PreferredChoice of Draft or Bottle

Import Preference

Draft29%

Bottle71%

Draft

Bottle

Domestic PreferredChoice of Draft or Bottle

Domestic Preference

Draft 61%

Bottle39% Draft

Bottle

Crowded EnvironmentChoice of Draft or Bottle

Crowded Environment

0

5

10

15

20

25

30

35

Draft Bottle

Type

# of

Peo

ple

Outdoor EnvironmentChoice of Draft or Bottle

10

30

0

5

10

15

20

25

30

Draft Bottle

Outdoor Preference

Sporting EventsChoice of Draft or Bottle

Sporting Events

Draft, 19, 48%Bottle, 21, 52%

Overall Taste Difference

Difference in Taste Between Draft and Bottle

Yes77%

No23%

Yes

No

Based on Difference, Overall PreferenceChoice of Draft or Bottle

Taste Preference Overall

Draft70%

Bottle30%

Draft

Bottle

Preference Based on Age

Between 21 and 29

Between 30 and 39

Between 40 and 49

Between 50 and 59

Between 60 and 69

Over 700

2

4

6

8

10

12

Preference of Bottle or Draft Based on Age

BottleDraft

Age

Fre

quency

Preference Based on Income

20,000 - Under 20,001 - 40,000 40,001 - 60,000 60,001 - 80,000 80,001 - 100,000 Greater Than 100,000

0

2

4

6

8

10

12

14

Preference of Bottle or Draft Based on Income

BottleDraft

Annual Income

Fre

quency

Gender and Consumption w/Domestic or Imported

Average of Consumption Import or Domestic    

Gender Domestic Import Grand Total

Female 1.461538462 2 1.695652174

Male 2.6 2.714285714 2.647058824

Grand Total 1.956521739 2.357142857 2.1

Both males and females have a greater average consumption of imported beers as compared to domestic selections.

Regression Analysis

Results

Draft-70% Preferred with

Domestic Why?

Higher Preference Overall

DRAFT -WINNER

Bottle-30% Preferred with

Imports Why?

Preferred when in certain scenarios: Crowded

Environment Outdoor Sporting Events

▪ Why?

Conclusion & Recommendations Improvements

More than one survey site

Increased number of survey respondents

Include “cans” in addition to the other distribution methods

Include information from bar management to compare results

Questions?