Tag Archives: Craft Brewers Association

Craft Beer Replaces Wine as Young Women’s Drink of Choice

 

Detroit Free Press
By Kathy Flanigan
Milwaukee Journal Sentinel

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Photo of Melissa Modlinski of Paramount Merchants and a Rep for North Coast Brewing in Chicago.

Meagan O’Brien sipped her beer and bit her tongue as the man next to her tried to describe to his date some of the 60 craft beers at a Milwaukee bar. Turns out, he didn’t know his ales from his hefeweizens. “She kept asking questions, and this guy just kept making up stuff,” O’Brien said.

O’Brien, 31, could have set him straight easily. A sales representative for Tallgrass, a craft beer brewed in Kansas, she’s also a certified cicerone – kind of a sudsy version of a sommelier.

Although O’Brien didn’t correct the man at the bar, she had the satisfaction of knowing that the men-know-beer/women-prefer-wine cliche could be on its way out, thanks to a growing wave of interest in craft beer among women.

Groups for beer-drinking women are springing up nationwide, including an international club called Barley’s Angels. Craft beer sales in general have doubled in the past six years and are set to triple by 2017, according to BeerPulse.com. Many of those customers are women between 25 and 34 who appreciate the nuanced flavors of small-batch beers. According to a 2012 Gallup poll, beer has been the favorite beverage among drinkers since 1985. It typically held second place as the adult beverage of choice for females, but recently, beer has edged out wine among women ages 18 to 34. “I like craft beer a lot, and this seemed like a good opportunity to meet with other people who like beer,” said Sarah Booth, 29, during a Barley’s Angels class about pairing beers with food. “It’s just what I like to drink. It feels more personal drinking something that’s brewed in a small batch.”

Julia Herz, the craft beer program director for the Craft Brewers Association in Colorado, has her own theories about why women are moving toward craft beer, defined as the product of a brewery with annual output of 6 million barrels of beer or fewer. Women in their 20s and 30s are in “the sweet spot” for craft beer consumption, Herz said. “They’re the same quality-minded people who are buying artisanal cheeses and fair trade coffees and who don’t mind waiting for a bartender to shake a craft cocktail. Craft beer is an affordable way to buy artisanal. The cost of a bottle of beer, usually less than a bottle wine, affords aficionados a chance to sample several craft beer flavors for a simple trade up in price compared to wine,” Herz said.

Image also factors into the reason that woman are gravitating to beer. “This is bold for me to say, but beer in the past has been marketed as a gender-specific beverage to men,” Herz said. While some macro beer producers use women in tank tops to sell beer, the 2,300 craft brewers in the U.S. generally market in a way that’s not gender specific.

If craft beer producers have learned to make beer a genderless beverage, bartenders are still on a learning curve. Beer expert O’Brien recalls the time she ordered a $12 glass of Angry Monk. The bartender asked what she thought of it, and she mentioned that it seemed a little sour – a term meaning that the beer would benefit from more time in the bottle to mature the taste. He offered to add soda water.

Lucy Saunders, author of The Best of American Beer and Food: Pairing & Cooking with Craft Beer and beercook.com says those bartenders are missing the boat by underestimating a woman’s palate and knowledge of beer.

Still, beer “is a little bit of a boys’ club” Rachel Reiman said during a Barley’s Angels home brewing session in Milwaukee. She notices that whenever she and her husband tour a brewery and mention that they’re home brewers, “they immediately start talking to my husband.”

 

 

 

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A Look at What an Awesome Beer Drinker Looks Like

DC-Team(w)

Team North Coast Brewing Company at the 2013 Craft Brewers Conference in Washington D. C.

By Carl Pierre as reported in The Daily Brew
March 27, 2013

The 2013 Craft Beer Conference is in full swing here at the Washington Convention Center, and with the country’s greatest brewers congregating under one roof, you better believe that some pretty interesting insider knowledge is getting passed around. One of the more interesting lectures I had the privilege of attending during today’s conference sessions was “The Who, What, Where, When and How of the Craft Beer Consumer,” a discussion led by Danny Brager from the Nielsen Company on the relevant statistics and trends of the craft beer drinker.

Equipped with extensive Nielsen data on consumer and retail trends over the past few years, Danny provided some pretty compelling statistics and numbers that quickly painted the picture of who drinks craft beer in this country. Here are some of the more interesting figures from Danny’s lecture that caught my eye:

Upscale Beer: It’s What’s For Dinner – Upscale beer (i.e. craft beers) have experienced an overall surge in demand and consumption, and despite the higher pricing of the beer (like a bottle of Dogfish Head over a bottle of Bud), the craft beer segment has seen a massive growth in sales in the past four years that other segments of beer have not been experiencing
Young Folks Be Drinkin’ – Almost 1/3 of beer buyers have purchased a craft beer over the past 12 months, with Millennials representing 47% of the craft beer market (according to market research)
Check Out My Awesome Beer Collection Dude – Household penetration of craft beers has seen growth of 27% over the past four years, from 2008 to 2012
Why Do Craft Beer Drinkers Buy…Well, Craft Beers? – 50% of people polled in a study said they buy craft beers to experiment with flavors, 46% said they bought craft beers because they taste better (duh), and 40% said they enjoy the seasonal offerings that craft beers provide, while 36% of people polled said they buy craft beers as a treat for either a friend or themselves
Millennials make up 32.9% of the volume of craft beer consumers, and this demographic makes up 26.1% of the total adult population
Gen X’ers make up 23.9% of the volume of craft beer consumers, and this demographic makes up 18.7% of the total adult population
Boomers make up 34.6% of the volume of craft beer consumers, and this demographic makes up 37.0% of the total adult population
Men compose 71.9% of the volume of craft beer consumers, and compose 48.3% of the total adult population
Women compose 28.1% of the volume of craft beer consumers, and compose 51.7% of the total adult population
Ethnically, the ‘white’ demographic of drinkers make up 85.6% of total craft beer consumers, and compose 68.0% of the total adult population

 

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