CRAFT BEER
Upwardly
mobile Consumer research from CGA reveals some interesting insights on who’s behind the rise and rise of craft beer.
IT’S CLEAR the craft beer category is going from
Splashing out
strength to strength, but what sort of patrons
According to CGA, pub patrons are prepared to spend
are driving the momentum, and how can pubs
more on craft beer when compared to domestic
capitalise on this?
alternatives – at least 25 per cent more on average
Researcher CGA asked around 3,000 nationally representative Australian consumers about
across all craft formats – draught, can or bottle. Craft beer drinkers also typically spend more
their beer habits in order to shed light on
on eating and drinking out than the average beer
craft’s appeal.
drinker – $284 vs $220 per month, and they also
CGA found that in Australia, craft beer drinkers
have a household income that is 18 per cent higher.
are more likely to be younger and more affluent
“The shift towards craft represents a significant
than non-craft beer drinkers. In good news for
opportunity, with craft beer drinkers spending more
pubs, these young, affluent craft beer drinkers
time and money in the On Premise,” CGA says.
are also highly engaged with the On Premise. 70 per cent visit hospitality venues weekly,
Defining craft
compared to 60 per cent of average beer drinkers
So what else is common to craft beer drinkers? Not
– highlighting a lucrative consumer segment for
surprisingly, they are quite specific in their perceptions
operators to tap into.
on what defines the category. 34 per cent say the category is defined by its unique flavour profile, 31 per
16 | Australian Hotelier
From a marketing perspective, highlighting the quality of the ingredients and the brand’s reputation is very important for craft.
