Craft Beer Market Assessment
Craft Beer Market Assessment
Craft Beer Frequency
Information to
highlight.
2
35.5%
39.4%
47.3%
0% 50% 100%
Craft Beer (Small, independent, and traditional
breweries)
Non-Craft Beer
I don’t drink beer
28.5%
29.9%
31.6%
6.6%
3.1%
0.4%
0% 50% 100%
Less than one per week
1 to 2
3 to 6
7 to 12
13 - 24
More than 24 per week
What type of beer do you drink? Select all that apply
On average, how many craft beers do you drink per week?
Note: Only those respondents reporting they drink craft beer answered how many they drink per week. Source: Hampton Roads Panel, October 2018
Place Consumed & Willing to Travel
3
Where do you consume craft beers? Select all that apply
How far (minutes or hours) are you willing to drive to visit a brewery of interest?
46.0%
58.3%
54.6%
30.1%
39.2%
74.0%
0% 50% 100%
Bar/Pub
Restaurant
Brewery
Brewery event (e.g. Trivia Night, Bingo at the
Brewery)
Festival
My or someone else's home
2.5%
26.0%
58.2%
6.7%
1.2%
5.4%
0% 50% 100%
Less than 10 minutes
10 – 29 minutes
30 – 59 minutes
60 – 89 minutes
90 – 119 minutes
2 hours or more
Note: Only those respondents reporting they drink craft beer answered these questions. Additionally, only those reporting they consume craft beer at a brewery answered how far they will drive to visit a brewery.Source: Hampton Roads Panel, October 2018
Craft Beer Purchase
4
When you purchase craft beer to go, how do you typically purchase it?
66.9%
11.4%
11.2%
7.1%
3.4%
0% 50% 100%
6-pack
Case
Growler
Other (Please specify)
Keg (any size)
Note: Only those respondents reporting they drink craft beer answered how many they drink per week. Source: Hampton Roads Panel, October 2018
Open-end responses
Beer Related Activities
5
How likely are you to do the following?
76.14
72.04
71.58
56.76
56.59
40.37
22.66
0 50 100
Try a new craft beer from a brewery I am familiar with
Spend more for craft beer than non-craft beer
Try a craft beer from a new brewery
Go on a beer tour
Average
Plan a vacation specifically to visit the breweries/wineries or distilleries
Brew at home
Source: Hampton Roads Panel, October 2018
Activities
6
Source: Hampton Roads Panel, October 2018
38.2%32.8%
24.0%52.6%
40.4%11.5%
13.6%12.5%
3.5%5.2%
2.3%1.3%
6.1%15.3%
12.1%1.2%
25.8%49.4%
39.5%47.0%
23.3%23.0%
13.8%48.7%
30.3%5.8%
9.1%7.1%
3.7%1.8%
0.4%1.1%
0.2%2.2%3.1%
0.0%5.6%
44.2%29.5%
38.6%
0% 20% 40% 60%
Amusement parks/facilites
Aquariums/Zoos
Botanical Gardens
Beaches, parks or playgrounds
Historical sites (Jamestown, Williamsburg, battlefields, etc.)
Boating/sailing
Fishing (fly, deep sea, freshwater)
Kayaking/canoeing
Paddleboarding, windsurfing or parasailing
Scuba diving
Surfing
Cycling races
Obstacle courses (mud run, military challenges, etc.)
Organized team sports (rugby,ultimate Frisbee, softball, flag
Running races
Triathalons
Brewery tours/tastings
Family friendly activities
Festivals
Holiday activities
Craft Beer Drinkers Non-craft beer drinkers
64.4%
42.9%
73.9%
7.9%
33.2%
98.1%
48.3%
76.2%
-6.0%
195.4%
483.2%
15.1%
2563.4%
595.0%
297.1%
0.0%
360.7%
11.8%
33.5%
21.7%
-1000% 0% 1000% 2000% 3000%
% Difference from Non-Craft Beer Drinkers
Which of the following activities do you participate in on a regular basis?
Activities
7
Source: Hampton Roads Panel, October 2018
Which of the following activities do you participate in on a regular basis?
33.2%12.4%
21.6%19.2%
17.5%3.3%
10.2%46.2%
40.5%4.3%
23.1%16.9%
13.5%35.7%
22.7%3.3%
29.1%35.3%
29.6%12.4%
2.2%
14.7%3.0%
13.4%8.1%
5.2%1.9%
1.3%43.5%
20.9%3.9%
21.0%11.1%
9.6%30.5%
25.1%3.4%
27.5%26.9%
29.5%10.5%
5.3%
0% 20% 40% 60%
Winery tours/tastingsDistillery tours/tastings
Bicycling (cruisers, road, mountain bikes)Classes (learning activities, glass blowing, pottery, skydiving, etc.)
GolfingHorseback riding
HuntingIndoor/Outdoor exercise
Walk local trailsZiplining
HikingCamping
Yoga/PilatesVisit art museums/galleries
Video gamesTennis
Garden (plant or vegetable)Craft fairs or events
VolunteerGroup fitness classes
Other (Please specify):
Craft Beer Drinkers Non-craft beer drinkers
125.3%314.4%
61.2%137.0%
237.7%70.8%
702.6%6.3%93.8%
9.8%9.8%52.0%40.7%17.2%
-9.5%-3.8%
5.8%31.1%0.1%17.5%
-59.1%
-1000% 0% 1000% 2000% 3000%
% Difference from Non-Craft Beer Drinkers
Stores shopped
8
Source: Hampton Roads Panel, October 2018
When you need supplies for any of the activities you participate in, where do you typically shop?
37.8%
13.0%
25.5%
13.6%
4.8%
18.0%
45.1%
8.2%
8.2%
72.6%
36.4%
8.6%
33.0%
3.2%
11.1%
7.1%
2.9%
11.7%
29.7%
11.1%
4.8%
49.7%
29.5%
20.9%
0% 20% 40% 60% 80%
Craft stores
REI
Bass Pro Shops
Cabela’s
Orvis
L.L. Bean
Dick's Sporting Goods
Sports Authority
Eddie Bauer
Online retailers
Locally run stores
Other(s) not listed:
Craft Beer Drinkers Non-craft beer drinkers
14.5%
299.5%
128.5%
90.1%
62.9%
53.9%
51.9%
-25.7%
70.6%
46.1%
23.2%
-58.7%
-100% 0% 100% 200% 300%% Difference from Non-Craft Beer Drinkers
Other alcoholic beverages
9
Source: Hampton Roads Panel, October 2018
What other alcoholic beverages do you drink?
28.4%
29.9%
42.4%
39.2%
17.7%
10.0%
11.6%
41.3%
34.6%
56.5%
61.4%
4.8%
3.8%
12.0%
13.2%
21.7%
13.5%
7.0%
2.7%
3.8%
21.7%
14.5%
29.8%
28.8%
43.2%
4.3%
0% 20% 40% 60% 80%
Gin
Tequila
Rum
Bourbon/Rye
Scotch
Cognac
Brandy
Vodka
Cocktails
White wine
Red wine
None
Other (Please specify):
Craft Beer Drinkers Non-craft beer drinkers
137.3%
126.0%
95.1%
190.3%
154.0%
266.5%
206.0%
89.9%
138.1%
89.6%
113.3%
-89.0%
-12.0%
-100% 0% 100% 200% 300%% Difference from Non-Craft Beer Drinkers
Open-End Responses
10
What other alcoholic beverages do you drink?
When you need supplies for any of the activities you
participate in, where do you typically shop?
Which of the following activities do you
participate in on a regular basis?
Source: Hampton Roads Panel, October 2018
Opportunities & Challenges
11
Source: AdMall 2019
• Wine distributors are increasingly concerned about sustainability when making purchases. • With craft beer now accounting for 12.3% of the volume of beer sold, and 21.9% of the
retail value of beer sales, wholesalers are pledging to help small craft brewers get their products into retail channels.
• Distributors face challenges working with smaller breweries. These smaller breweries are often trying to break their contracts without ‘just cause,’ leaving the distributors in a challenging financial situation.
• Distributors face a fragmented market when introducing new products. They may invite sales reps from breweries or wineries to ride along with them on occasion to help pitch the product to small retail stores, restaurants, or large multi-unit store operators.
• Following the mergers of large wine and spirits distributors, smaller operators will be working with importers and domestic producers to move product in restaurants and other retail sales environments.
Demographics
12
Source: AdMall 2019
9%
55%
36%
Market Housing
Housing Units VacantOwner-Occupied HousingRenter-Occupied Housing
47k 37k 44k 69k 109k 97k 249k0
50
100
150
200
250
300
Less than $15k
$15k to $25k
$25k to $35k
$35k to $50k
$50k to $75k
$75k to $100k
More than $100k
Hou
seho
lds
in T
hous
ands
Market Incomes
Demographics
13
Source: AdMall 2019
779k 32k 505k0
100
200
300
400
500
600
700
800
900
Employed Unemployed Not in Labor Force
Popu
latio
n in
Tho
usan
ds
Market Employment
10%
25%
9%26%2%
19%
9%
Market Education
Less than HSHigh SchoolAssociate DegreeSome CollegeProfessional DegreeBachelors DegreeGraduate Degree
Peak Sales Months
14
Source: AdMall 2019
6.8 7.1 7.6 7.7 8.3 8.4 8.9 8.4 8.3 8.3 8.8 11.3 0
2
4
6
8
10
12
Perc
enta
ge o
f Ann
ual S
ales
Audience Habits
15
Source: AdMall 2019
30.2% of US adults are Beer Drinkers. Consumers who enjoy drinking beer weekly.
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5%more likely to
Go Past First Search Page
Results.
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38%more likely to
Read a Blog Every Day.
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38%
Own a tablet.
more likely to
Audience Habits
16
Source: AdMall 2019
Where have "Beer Drinkers" seen/heard advertising that led them to take action?
Ad Type Last 30 Days Last 12 Months
Television (over-the-air, online, mobile or tablet)
39.5% 68.1%
Ads/Coupons in your mailbox 36.1% 62% Sponsored search result (like on Google, Yahoo or Bing)
32.1% 56.5%
Ad on a social network 31% 55.3% Newspaper (print, online, mobile or tablet) 28.8% 54.2% Emailed ad or newsletter 28.5% 53.3% Daily deals (like Groupon or LivingSocial) 27.1% 52.7% Radio (over-the-air, online, mobile or tablet)
27.2% 51.9%
Magazine (print, online, mobile or on tablet)
24.6% 51.2%
Internet banner ad 25.7% 50.3% Mobile smartphone app or text message 29.5% 48.4% Text link ad on a website 22.3% 44.3% Outdoor ad/Sign/Billboard 18.9% 43.3%
Audience Habits
17
Source: AdMall 2019
Information Type Last 30 Days
Last 12 Month
s Difference
In-store signage 28.3% 24.1% 17% News article (in print, broadcast or online) 26.8% 24.2% 11% Face-to-face, word-of-mouth communication
26.6% 25.6% 4%
Social video (like YouTube, Vimeo or Periscope)
24.5% 20.2% 21%
Press release 23.8% 18.1% 31% Forums (message boards) 23.7% 19.2% 23% Sponsorship of an event 22.4% 16.4% 37% Reference by an industry expert 22.1% 16.6% 33% Social network posting (like Facebook, Twitter, Pinterest, etc.)
22% 21.6% 2%
Trade show or conference exhibit 19.5% 14.2% 37%