Craft Beer Market Assessment - Virginia Media · 2019. 3. 8. · 72.04 71.58 56.76 56.59 40.37 22.66 0 50 100 Try a new craft beer from a brewery I am familiar with Spend more for

Craft Beer Market Assessment

Craft Beer Frequency

Information to

highlight.

2

35.5%

39.4%

47.3%

0% 50% 100%

Craft Beer (Small, independent, and traditional

breweries)

Non-Craft Beer

I don’t drink beer

28.5%

29.9%

31.6%

6.6%

3.1%

0.4%

0% 50% 100%

Less than one per week

1 to 2

3 to 6

7 to 12

13 - 24

More than 24 per week

What type of beer do you drink? Select all that apply

On average, how many craft beers do you drink per week?

Note: Only those respondents reporting they drink craft beer answered how many they drink per week. Source: Hampton Roads Panel, October 2018

Place Consumed & Willing to Travel

3

Where do you consume craft beers? Select all that apply

How far (minutes or hours) are you willing to drive to visit a brewery of interest?

46.0%

58.3%

54.6%

30.1%

39.2%

74.0%

0% 50% 100%

Bar/Pub

Restaurant

Brewery

Brewery event (e.g. Trivia Night, Bingo at the

Brewery)

Festival

My or someone else's home

2.5%

26.0%

58.2%

6.7%

1.2%

5.4%

0% 50% 100%

Less than 10 minutes

10 – 29 minutes

30 – 59 minutes

60 – 89 minutes

90 – 119 minutes

2 hours or more

Note: Only those respondents reporting they drink craft beer answered these questions. Additionally, only those reporting they consume craft beer at a brewery answered how far they will drive to visit a brewery.Source: Hampton Roads Panel, October 2018

Craft Beer Purchase

4

When you purchase craft beer to go, how do you typically purchase it?

66.9%

11.4%

11.2%

7.1%

3.4%

0% 50% 100%

6-pack

Case

Growler

Other (Please specify)

Keg (any size)

Note: Only those respondents reporting they drink craft beer answered how many they drink per week. Source: Hampton Roads Panel, October 2018

Open-end responses

Beer Related Activities

5

How likely are you to do the following?

76.14

72.04

71.58

56.76

56.59

40.37

22.66

0 50 100

Try a new craft beer from a brewery I am familiar with

Spend more for craft beer than non-craft beer

Try a craft beer from a new brewery

Go on a beer tour

Average

Plan a vacation specifically to visit the breweries/wineries or distilleries

Brew at home

Source: Hampton Roads Panel, October 2018

Activities

6


38.2%32.8%

24.0%52.6%

40.4%11.5%

13.6%12.5%

3.5%5.2%

2.3%1.3%

6.1%15.3%

12.1%1.2%

25.8%49.4%

39.5%47.0%

23.3%23.0%

13.8%48.7%

30.3%5.8%

9.1%7.1%

3.7%1.8%

0.4%1.1%

0.2%2.2%3.1%

0.0%5.6%

44.2%29.5%

38.6%

0% 20% 40% 60%

Amusement parks/facilites

Aquariums/Zoos

Botanical Gardens

Beaches, parks or playgrounds

Historical sites (Jamestown, Williamsburg, battlefields, etc.)

Boating/sailing

Fishing (fly, deep sea, freshwater)

Kayaking/canoeing

Paddleboarding, windsurfing or parasailing

Scuba diving

Surfing

Cycling races

Obstacle courses (mud run, military challenges, etc.)

Organized team sports (rugby,ultimate Frisbee, softball, flag

Running races

Triathalons

Brewery tours/tastings

Family friendly activities

Festivals

Holiday activities

Craft Beer Drinkers Non-craft beer drinkers

64.4%

42.9%

73.9%

7.9%

33.2%

98.1%

48.3%

76.2%

-6.0%

195.4%

483.2%

15.1%

2563.4%

595.0%

297.1%

0.0%

360.7%

11.8%

33.5%

21.7%

-1000% 0% 1000% 2000% 3000%

% Difference from Non-Craft Beer Drinkers

Which of the following activities do you participate in on a regular basis?

Activities

7


Which of the following activities do you participate in on a regular basis?

33.2%12.4%

21.6%19.2%

17.5%3.3%

10.2%46.2%

40.5%4.3%

23.1%16.9%

13.5%35.7%

22.7%3.3%

29.1%35.3%

29.6%12.4%

2.2%

14.7%3.0%

13.4%8.1%

5.2%1.9%

1.3%43.5%

20.9%3.9%

21.0%11.1%

9.6%30.5%

25.1%3.4%

27.5%26.9%

29.5%10.5%

5.3%

0% 20% 40% 60%

Winery tours/tastingsDistillery tours/tastings

Bicycling (cruisers, road, mountain bikes)Classes (learning activities, glass blowing, pottery, skydiving, etc.)

GolfingHorseback riding

HuntingIndoor/Outdoor exercise

Walk local trailsZiplining

HikingCamping

Yoga/PilatesVisit art museums/galleries

Video gamesTennis

Garden (plant or vegetable)Craft fairs or events

VolunteerGroup fitness classes

Other (Please specify):


125.3%314.4%

61.2%137.0%

237.7%70.8%

702.6%6.3%93.8%

9.8%9.8%52.0%40.7%17.2%

-9.5%-3.8%

5.8%31.1%0.1%17.5%

-59.1%

-1000% 0% 1000% 2000% 3000%

% Difference from Non-Craft Beer Drinkers

Stores shopped

8


When you need supplies for any of the activities you participate in, where do you typically shop?

37.8%

13.0%

25.5%

13.6%

4.8%

18.0%

45.1%

8.2%

8.2%

72.6%

36.4%

8.6%

33.0%

3.2%

11.1%

7.1%

2.9%

11.7%

29.7%

11.1%

4.8%

49.7%

29.5%

20.9%

0% 20% 40% 60% 80%

Craft stores

REI

Bass Pro Shops

Cabela’s

Orvis

L.L. Bean

Dick's Sporting Goods

Sports Authority

Eddie Bauer

Online retailers

Locally run stores

Other(s) not listed:


14.5%

299.5%

128.5%

90.1%

62.9%

53.9%

51.9%

-25.7%

70.6%

46.1%

23.2%

-58.7%

-100% 0% 100% 200% 300%% Difference from Non-Craft Beer Drinkers

Other alcoholic beverages

9


What other alcoholic beverages do you drink?

28.4%

29.9%

42.4%

39.2%

17.7%

10.0%

11.6%

41.3%

34.6%

56.5%

61.4%

4.8%

3.8%

12.0%

13.2%

21.7%

13.5%

7.0%

2.7%

3.8%

21.7%

14.5%

29.8%

28.8%

43.2%

4.3%

0% 20% 40% 60% 80%

Gin

Tequila

Rum

Bourbon/Rye

Scotch

Cognac

Brandy

Vodka

Cocktails

White wine

Red wine

None

Other (Please specify):


137.3%

126.0%

95.1%

190.3%

154.0%

266.5%

206.0%

89.9%

138.1%

89.6%

113.3%

-89.0%

-12.0%

-100% 0% 100% 200% 300%% Difference from Non-Craft Beer Drinkers

Open-End Responses

10

What other alcoholic beverages do you drink?

When you need supplies for any of the activities you

participate in, where do you typically shop?

Which of the following activities do you

participate in on a regular basis?


Opportunities & Challenges

11

Source: AdMall 2019

•  Wine distributors are increasingly concerned about sustainability when making purchases. •  With craft beer now accounting for 12.3% of the volume of beer sold, and 21.9% of the

retail value of beer sales, wholesalers are pledging to help small craft brewers get their products into retail channels.

•  Distributors face challenges working with smaller breweries. These smaller breweries are often trying to break their contracts without ‘just cause,’ leaving the distributors in a challenging financial situation.

•  Distributors face a fragmented market when introducing new products. They may invite sales reps from breweries or wineries to ride along with them on occasion to help pitch the product to small retail stores, restaurants, or large multi-unit store operators.

•  Following the mergers of large wine and spirits distributors, smaller operators will be working with importers and domestic producers to move product in restaurants and other retail sales environments.

Demographics

12

Source: AdMall 2019

9%

55%

36%

Market Housing

Housing Units VacantOwner-Occupied HousingRenter-Occupied Housing

47k 37k 44k 69k 109k 97k 249k0

50

100

150

200

250

300

Less than $15k

$15k to $25k

$25k to $35k

$35k to $50k

$50k to $75k

$75k to $100k

More than $100k

Hou

seho

lds

in T

hous

ands

Market Incomes

Demographics

13

Source: AdMall 2019

779k 32k 505k0

100

200

300

400

500

600

700

800

900

Employed Unemployed Not in Labor Force

Popu

latio

n in

Tho

usan

ds

Market Employment

10%

25%

9%26%2%

19%

9%

Market Education

Less than HSHigh SchoolAssociate DegreeSome CollegeProfessional DegreeBachelors DegreeGraduate Degree

Peak Sales Months

14

Source: AdMall 2019

6.8 7.1 7.6 7.7 8.3 8.4 8.9 8.4 8.3 8.3 8.8 11.3 0

2

4

6

8

10

12

Perc

enta

ge o

f Ann

ual S

ales

Audience Habits

15

Source: AdMall 2019

30.2% of US adults are Beer Drinkers. Consumers who enjoy drinking beer weekly.

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5%more likely to

Go Past First Search Page

Results.


38%more likely to

Read a Blog Every Day.


38%

Own a tablet.

more likely to

Audience Habits

16

Source: AdMall 2019

Where have "Beer Drinkers" seen/heard advertising that led them to take action?

Ad Type Last 30 Days Last 12 Months

Television (over-the-air, online, mobile or tablet)

39.5% 68.1%

Ads/Coupons in your mailbox 36.1% 62% Sponsored search result (like on Google, Yahoo or Bing)

32.1% 56.5%

Ad on a social network 31% 55.3% Newspaper (print, online, mobile or tablet) 28.8% 54.2% Emailed ad or newsletter 28.5% 53.3% Daily deals (like Groupon or LivingSocial) 27.1% 52.7% Radio (over-the-air, online, mobile or tablet)

27.2% 51.9%

Magazine (print, online, mobile or on tablet)

24.6% 51.2%

Internet banner ad 25.7% 50.3% Mobile smartphone app or text message 29.5% 48.4% Text link ad on a website 22.3% 44.3% Outdoor ad/Sign/Billboard 18.9% 43.3%

Audience Habits

17

Source: AdMall 2019

Information Type Last 30 Days

Last 12 Month

s Difference

In-store signage 28.3% 24.1% 17% News article (in print, broadcast or online) 26.8% 24.2% 11% Face-to-face, word-of-mouth communication

26.6% 25.6% 4%

Social video (like YouTube, Vimeo or Periscope)

24.5% 20.2% 21%

Press release 23.8% 18.1% 31% Forums (message boards) 23.7% 19.2% 23% Sponsorship of an event 22.4% 16.4% 37% Reference by an industry expert 22.1% 16.6% 33% Social network posting (like Facebook, Twitter, Pinterest, etc.)

22% 21.6% 2%

Trade show or conference exhibit 19.5% 14.2% 37%

18

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Documents

Craft Beer Market Assessment - Virginia Media · 2019. 3. 8. · 72.04 71.58 56.76 56.59 40.37 22.66 0 50 100 Try a new craft beer from a brewery I am familiar with Spend more for