Craft Beer

The history & acquisition by large companies

Online survey 22 questions

Attitudes and perceptions towards craft beer

Executive Summary

Summary of research project

RecommendationsFindingsMethodologyBackground

Background

● Granville Island Brewery + Brick Brewing

● Attract customers through new flavors and variety

● Acquisitions Trend - Molson bought Creemore Springs and Granville Island and Labatt bought Mill Street Brewery and Turning Point Brewery

Methodology Reliability

Validity

Criteria for Questionnaire

● Provided necessary decision making information ● Length of Questionnaire ● Editing patterns

Layout

● Ensured the wording is clear, unambiguous, and precise● Avoid double – barrelled questions● Avoid biased questions● Consider the respondent’s ability to answer the

questions

Flow of Questionnaire

● Use screening questions at the beginning● Warm-up questions followed● Difficult “Work” questions in the middle.

Findings● 54 Participants

● Age ~ 24.72

Consumption Habits

Best Known Brands

CRAFT BEER

IMPORTED + DOMESTIC BEER

VS

Conclusion & Recommendations● Consumers perceive craft beer to be more expensive

● Consumer behaviours will not be affected by acquisitions

● Alcoholic beverage market showing no signs of slowing

● More money could be spent on advertising

● Consumer hesitation through lack of knowledge

● Price sensitive - Promotions to address price concerns

Further Steps● Understanding why businesses wish to purchase micro breweries

● What are the returns on their investments

● Will this category lose its independence all together

Discussion