Here’s an interesting survey that was just released by Survey Analytics entitled the The Secret Life Of The American Beer Buyer. They describe themselves as “an enterprise grade research platform that provides companies with feedback in over 30 industries.” Throughout the results of their “online consumer survey to capture sentiment on beer preference and purchasing habits,” they keep going back and forth between the terms “beer” and “craft beer” which seems to muddy the results somewhat. And given that results are rife with mass-produced big brewer brands I have to question the way the survey was conducted and whether it was meant to be beer or craft beer. It suggests a certain sloppiness or lack of understanding. It also points out how useless the distinction can be in practice, too. But here’s some of what the survey revealed.
- Consumers average spend on beer annually is $1,270.00. That total amounts to about 115 six-packs at $10.99 each — or 211 pints at $6.00 a piece.
- California brews the best beer said 19% of survey respondents. 15% of the survey respondents were from the Sunshine State.
- Price isn’t the deciding factor for beer — only 5% of consumers take price into account when selecting a beer to purchase.
- Advertising for beer brands is more important than ever. 33% of consumers say they associate their favorite beer brand with captivating advertising.
- Home brewing trends continue to grow. 14% of respondents have brewed and enjoyed their own beer at home while 68% are interested in brewing lessons.
On their blog, they also created an infographic with some of the results.
And their press release offers additional insight into the findings:
Average consumer spends more than $1,200 a year on beer
Every year consumers shell out an average of $1,270 on beer. The highest reported amount was $10,000 while the lowest was just $100. Twenty-two percent of consumers buy and drink beer two to three times a week while 20 percent imbibe just once a week and 9 percent pop open a bottle more than five times per week.
Budweiser is a polarizing brand
The King of Beers managed to top the charts in both the best and worst brands of beer. Fifty-one percent of people rated it as their favorite while 46 percent named it their least favorite. The other brands that rounded out the best list: Coors (13 percent), Corona (12 percent) and Stella (10 percent). As for taste preferences, 33 percent of consumers prefer the taste of ale and 24 percent would rather have a lager.
Only 5 percent of consumers use price to determine favorite breweries
Surprisingly, a very small percentage used cost as the deciding factor for what beer they love most. What did they base their favorite brand on? Who has the best ads (32 percent), where the beer is brewed (29 percent) and what style of beer the brand makes (22 percent).
Craft beer and home-brewing trends continue to grow
Consumers don’t want to buy just any beer off the shelf — they want to invest time in creating their own brew or in learning about small microbreweries. Fourteen percent of people surveyed had brewed their own beer at home and enjoyed it while 68 percent are interested in taking craft brewing lessons from their favorite craft brands such as Dogfish Head and Breckenridge Brewery. What state shines as the best at brewing craft beer? Nineteen percent say California.
In addition, they created a couple of word clouds based on respondents most and least favorite beer brands.
Tell Us Your Favorite Beer Brand
Tell Us Your Least Favorite Beer Brand