Craft beer drinkers crave local experiences
Millennials drive craft beer sales, taproom visits
Amidst the happy hours, an activity my friends and I enjoy doing is trying out different local breweries. As we attempt to expand our beer palates, the experience and feel of the establishment also is an important factor.
The craft beer industry has been booming since the early 2000s and the Boulder, Colo.-based Brewers Association reported a 5 percent-by-volume increase of craft brewer sales in 2017. As more and more beer styles appear in the market, consumers are finding new ways to enhance their craft-drinking experience.
A November 2018 Nielsen Insights titled “How the Taproom Phenomena is Helping Reinvigorate U.S. Craft Beer Sales,” states that “taprooms and tasting rooms are providing new and creative experiences for craft beer drinkers to engage with their favorite brews.”
Data from Nielsen and Nielsen CGA indicates that the popularity of experiential drinking venues is on the rise, particularly among younger craft drinkers, the Insights states. “In fact, within the past year, 23 percent of millennials have visited a brewpub, 13 percent of millennials have visited a groceraunt to grab a meal or a drink, and 14 percent of millennials have visited a game-based bar,” it says.
However, millennials aren’t the only demographic that desire new places to drink, the Insights states. Data from Nielsen and Nielsen CGA found that 15 percent of all U.S. consumers of legal drinking age say they have visited a brewpub/taproom in the past three months, with 42 percent saying they had visited more than they did a year ago, it says.
The increasing trend of experiential food and drink establishments can be attributed to the moderate growth of the craft beer industry overall, it adds.
As craft beer works to hold its place in the industry, it will be interesting to see what new experiences craft brewers will bring to the table.