A new study from local market consumer research firm Scarborough reveals that 42 percent of the age 21 and over American adult population have enjoyed a beer in the past 30 days. More specifically, 5 percent of all adults 21 or older have had a microbrew in the same time frame.
Where are these beer drinkers buying their brew? More than half (53 percent) of microbrew drinkers purchased beer at a grocery store in the past 30 days. Microbrew drinkers also purchased beer at sit-down restaurants (45 percent), nightclubs or bars (38 percent) and liquor stores (37 percent). Microbrew drinkers are more than twice as likely as all beer-drinking adults to have purchased beer at a stadium or arena in the past 30 days.
In terms of demographics, 25 percent of microbrew drinkers are between 30 and 39 years old. Microbrew drinkers are 49 percent more likely than all U.S. adults to be men and also 49 percent more likely to be employed full-time. They are 54 percent more likely than all U.S. adults 21 and older to hold white-collar employment and 78 percent more likely to have an annual household income of $250K or higher. Half of all microbrew drinkers have a college degree or higher and 19 percent have participated in adult continuing education classes in the past 12 months.
“Microbrews, or craft beers, are a terrific example of how localism has become trendy,” says Alisa Joseph, VP of advertiser services for Scarborough. “By marketing the local brew to beer drinkers in their own communities, particularly while they’re immersed in local activities, brands can capitalize on the consumer loyalty that comes with rooting for the home team or visiting the neighborhood hot spots.”
Microbrew drinkers can be found engaging in many different kinds of sports activities. Sixty percent of all microbrew drinkers attended a professional sports event in the past 12 months and 20 percent have attended a high school sports event in the same time period. In terms of interest, microbrew drinkers are 40 percent more likely than all U.S. adults 21 and over to say they are “very interested” (avid fans) in college basketball. They are 45 percent more likely to be avid fans of college football and 41 percent more likely than all U.S. adults 21 and over to be avid Major League Baseball fans. This summer in particular is sure to be exciting for microbrew drinkers as 30 percent of them are avid fans of the Olympics.
Microbrew drinkers also are nearly three times more likely than all U.S. adults 21 and older to have visited an art museum in the same period of time. Thirty-three percent of microbrew drinkers have attended live theater in the past 12 months. More than one-quarter (27 percent) of all microbrew drinkers bought a ticket to a music concert in the past year.
Microbrew drinkers are twice as likely as all U.S. adults 21 and over to have used a mobile device to read a newspaper in the past 30 days. The types of television programs microbrew drinkers typically watch are comedies (65 percent), movies (61 percent) and sports (54 percent). Twenty-nine percent of microbrew drinkers visited a radio station website in the past 30 days.
In terms of digital media consumption, nearly one-third (29 percent) of online microbrew drinkers spend 20 or more hours per week surfing the web. They are 50 percent more likely than all age 21-plus internet users to have visited YouTube in the past 30 days and twice as likely to visit Pandora. Microbrew drinkers with wireless access are twice as likely as all age 21-plus wireless users to check sports scores and watch video clips on their cell phones. They are also three times as likely to check their stocks or the stock market on their wireless phones.
Among the top 20 local markets for American adults 21 and older who have had a microbrew in the past 30 days are: Denver, Colo., 13 percent; Portland, Ore., 13 percent; Seattle, Wash., 11 percent; Colorado Springs, Colo., 9 percent and Milwaukee, Wis., 9 percent.
This data is from Scarborough USA+. Scarborough measures 210,000 adults aged 18+ annually across a wide variety of media, lifestyle, shopping and demographic categories. www.scarborough.com