Wednesday, June 13, 2018

Brewers Association releases new insights on craft demographics

Photo: © Brewers Association.

This week, the Brewers Association released new data on the demographics of craft beer lovers, with results presented from a top down view, as well as from the perspectives of race and gender. A portion of that report is summarized here, along with additional data shared by the BA in an addendum breaking things down into defined market areas.

Beginning with the broader view, specifically the number of people in the U.S. drinking craft beer "at least several times a year," it was found that around 40% of legal drinking age adults - i.e. the 21 and up population - are occasional craft beer drinkers (68.5% male, 31.5% female). That number, sourced from a Neilsen - Harris on Demand poll, has increased slightly over the past few years, rising from a value of 35% in 2015.

If the focus is shifted to regular craft beer drinkers, though, the numbers are lower. According to Scarborough (a separate division of Nielsen), only 7.3% of adults polled in 2017 had consumed a craft beer in the last 30 days. That places roughly 17.5 million Americans into the category of what the Brewers Association calls "craft's core" consumer (68.9% male, 31.1% female).

As for how things stack up locally, supplemental data provides insight into those considered to be regular craft beer drinkers in Dallas-Fort Worth. Based on responses taken between June 2016 and November 2017, it was estimated that just over 280,000 people in D-FW had consumed a craft beer within 30 days. Of those, 68.7% were men, while 31.3% were female.

At least in terms of gender, that means the local market appears to be right in line with the national average. North Texas lags, however, when it comes to those reaching for a craft beer on a regular basis, since less than 4% of a population near 7.1 million fits that description.

Translation? There's still work to be done in getting more people on the path to drinking better beer in Dallas-Fort Worth.



Click here for more on the BA's look at the "Shifting Demographics of Craft Beer," including changes in demographics with respect to race/ethnicity.

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