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Craft Beer’s Widespread Appeal

Tuesday, July 12, 2016

July is Oregon Craft Beer Month. To celebrate, we’ve pulled together trends and insights on the changing craft beer industry.

Craft beer has moved out of its niche and into mainstream consciousness.

Previously underrepresented demographics are growing in strides: Women ages 21-34 now consume more craft beer than the national average and represent 15% of total craft-beer consumption. This demographic represents one of craft beer’s fastest growing groups of supporters. To reach this consumer group, continual innovation is key. Women are more likely than men to say they are drinking more beer due to “finding new brands” and “finding new flavors.” (Source)

The flavored substyle of craft beer is hot, hot, hot.

It certainly feels like summer in the craft beer world with fruit and flavored brews gaining popularity. Of the top 15 new craft brews (based on dollar sales), flavored craft beers make up nearly half. Fruit/Veggie/Spiced IPA is the fastest growing IPA sub-style with nearly a 6% share of Total Craft IPA Dollar Sales and 5.2% Dollar Share Change from a year ago. (Source)

Craft beer sales are slowing, but there is no need to panic now.

We’re hearing fearful whispers of a craft beer bubble. $11-$14.99 table wine has edged out Craft beer as the top selling Beverage Alcohol growth segment. (Source)

While the craft beer market growth in general is slowing down, we need not sound the alarm bells:

The Brewers Association’s chief economist Bart Watson, who compiled the annual report, said he believes slowing growth rates are to be expected at this stage in the industry’s lifecycle. “As the industry matures and moves into the mainstream, slower growth is a natural part of that maturation,” he told Brewbound.

The Brewers Association, the trade association representing small and independent American craft brewers, released 2015 data on the state of craft beer. In 2015, craft brewers produced 24.5 million barrels, and saw a 13 percent rise in volume and a 16 percent increase in retail dollar value. Check out more details in the infographic below:



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