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Who Buys Source

Profiling adults 18+ who drank any domestic beer, any imported beer, or any craft beer in the past six months:

GfK MRI, 2013

Of those adults 18+ who drank any domestic beer in the last six months, 63.3% were men and 36.7% were women.

GfK MRI, 2013

Adults 18+ who drank any domestic beer in the past six months, by age group: 18-24, 11.9%; 25-34, 21.9%; 35-44, 19.6%; 45-54, 19.9%; 55-64, 15.2%; 65+, 11.5%.

GfK MRI, 2013

Adults 18+ who drank any domestic beer in the last six months, by income bracket: $100,000+, 28.5%; $75-99,999, 14.7%; $60-74,999, 11.5%; $50-59,999, 8.1%; $40-49,999, 8.5%; $30-39,999, 8.8%; $20-29,999, 8.5%; under $20,000, 11.4%.

GfK MRI, 2013

Adults 18+ who drank any domestic beer in the past six months, by region: Northeast, 17.9%; Midwest, 25.2%; South; 35.9%; West, 21.0%.

GfK MRI, 2013

Adults 18+ who drank any domestic beer in the previous six months, by race: White, 79.2%; Black, 8.5%; Other, 12.3%; Hispanic origin, 13.7%.

GfK MRI, 2013

Adults 18+ who drank any domestic beer in the last six months, by marital status: Single, 28.8%; married, 54.9%; separated/widowed/divorced, 16.3%.

GfK MRI, 2013

Of those adults 18+ who drank any imported beer in the past six months, 62.4% were men and 37.6% were women.

GfK MRI, 2013

Adults 18+ who drank any imported beer in the last six months, by age level: 18-24, 13.2%; 25-34, 23.4%; 35-44, 21.3%; 45-54, 19.2%; 55-64, 14.2%; 65+, 8.7%.

GfK MRI, 2013

Adults 18+ who drank any imported beer in the past six months, by income bracket: $100,000+, 36.1%; $75-99,999, 15.7%; $60-74,999, 10.9%; $50-59,999, 7.5%; $40-49,999, 7.2%; $30-39,999, 7.7%; $20-29,999, 6.1%; under $20,000, 8.8%.

GfK MRI, 2013

Adults 18+ who drank any imported beer in the past six months, by region: Northeast, 23.2%; Midwest, 18.3%; South, 31.1%; West, 27.4%.

GfK MRI, 2013

Adults 18+ who drank any imported beer in the last six months, by race: White, 73.1%; Black, 9.1%; Other, 17.8%; Hispanic origin, 9.5%.

GfK MRI, 2013

Adults 18+ who drank any imported beer in the previous six months, by marital status: Single, 31.7%; married, 54.9%; separated/widowed/divorced, 13.4%.

GfK MRI, 2013

Of those adults 18+ who drank any craft beer in the last six months, 68.1% were men and 31.9% were women.

GfK MRI, 2013

Adults 18+ who drank any craft beer in the last six months, by age group: 18-24, 13.0%; 25-34, 22.5%; 35-44, 20.7%; 45-54, 19.6%; 55-64, 14.5%; 65+, 9.7%.

GfK MRI, 2013

Adults 18+ who drank any craft beer in the last six months, by income bracket: $100,000+, 42.7%; $75-99,999, 19.1%; $60-74,999, 10.2%; $50-59,999, 6.8%; $40-49,999, 5.9%; $30-39,999, 5.8%; $20-29,999, 4.4%; under $20,000, 5.1%.

GfK MRI, 2013

Adults 18+ who drank any craft beer in the previous six months, by region: Northeast, 27.0%; Midwest, 20.6%; South, 32.5%; West, 19.9%.

GfK MRI, 2013

Adults 18+ who drank any craft beer in the last six months, by race: White, 87.8%; Black, 3.6%; Other, 8.6%; Hispanic origin, 9.9%.

GfK MRI, 2013

Adults 18+ who drank any craft beer in the last six months, by marital status: Single, 29.1%; married, 59.8%; separated/widowed/divorced, 11.1%.

GfK MRI, 2013

According to a 2013 Mintel survey, craft beers appeal to 49% of Millennials and 40% of Gen X consumers. However, only 29% of Baby Boomers and 22% of the Swing Generation/World War II demographic find the segment appealing.

Convenience Store News, 2013

States with the highest per capita consumption of malt beverages in 2012 (gallons per person 21 years and older): 1. North Dakota, 45.8; 2. New Hampshire, 43.9; 3. Montana, 41.0; 4. South Dakota, 38.9; 5. Wisconsin, 36.2; 6. Nevada, 35.8; 7. Vermont, 35.3; 8. Nebraska, 35.2; 9. Texas, 34.4; 10. Maine, 34.0; 11. (tie) Louisiana and Mississippi, 33.9; 13. (tie) Iowa and Delaware, 33.6; 15. Wyoming, 33.0.

Beer Institute, 2013

States with the largest volume of malt beverage shipments in 2012 (in million of 31-gallon barrels): 1. California, 22.318; 2. Texas, 19.889; 3. Florida, 12.881; 4. New York, 10.459; 5. Pennsylvania, 8.735; 6. Illinois, 8.708; 7. Ohio, 8.153; 8. Michigan, 6.220; 9. North Carolina, 6.167; 10. Georgia, 5.795.

Beer Institute, 2013

When They Buy Source

A 2014 SurveyMonkey.com study asked consumers during which season they typically drink the most beer: Same year-round, 48%; Summer, 47%; Spring, 2%; Fall, 2%; Winter, 1%. 

SurveyMonkey.com, 2014

Monthly share of beer consumption in the U.S. (2-year average, 2011-2012): January, 7.3%; February, 7.5%; March, 9.1%; April, 8.4%; May, 9.3%; June, 9.5%; July, 8.9%; August, 9.1%; September, 8.4%; October, 7.8%; November, 7.4%; December, 7.3%.

Beer Institute, 2013

According to the Beer Institute, July 4th ranks as the top-selling beer holiday in the U.S.

Beer Institute, 2013

Why They Buy Source

Based on a 2014 study by Survey Analytics, 33% of consumers say they associate their favorite beer brand with captivating advertising.

Survey Analytics, 2014

A 2014 SurveyMonkey.com study asked consumers which factors they considered when choosing a beer to buy at a store (more than one answer possible): Taste, 85%; price, 61%; style of beer, 54%; brewery that produces it, 41%; available in bottles, 39%; matches mood or activity, 33%; sizing  (e.g., six-pack), 29%; alcohol content, 22%; where the beer is produced, 21%; pairs well with food, 11%; available in cans, 9%.

SurveyMonkey.com, 2014

How They Buy Source

According to a 2014 poll by Survey Analytics, consumers' average annual spending on beer is $1,270. 

Survey Analytics, 2014

A 2013 Mintel survey found that 73% of craft beer drinkers say they usually know what brand of beer they are going to buy before they go to the store -- with liquor or package stores being the preferred outlets.

Convenience Store News, 2013

A 2013 Mintel survey showed that one-third of craft and imported beer consumers ask sales associates for advice and information when buying beer. In addition, 45% of craft beer drinkers indicate they would try more craft beers if they knew more about them.

Convenience Store News, 2013

What They Buy Source

The 10 top-selling beer brands of 2013, according to off-premise dollar sales through supermarkets, gas/convenience stores, drug stores, mass merchandisers and select club and dollar retail chains (totals in millions), with change from 2012 in parentheses: 1. Bud Light, $5,946.8 (-0.5%); 2. Coors Light, $2,360.4 (+3.1%); 3. Budweiser, $2,110.4 (-2.5%); 4. Miller Lite, $1,868.9 (-3.1%); 5. Corona Extra, $1,221.4 (+7.1%); 6. Natural Light, $1,122.8 (-6.5%); 7. Busch Light, $844.3 (+2.0%); 8. Michelob Ultra Light, $777.2 (+10.6%); 9. Busch, $673.4 (-4.6%); 10. Heineken, $669.3 (-0.4%). 

Information Resources, Inc., 2014

The 11-20 top-selling brands of beer in the U.S. during 2013, based on off-premise dollar sales through supermarkets, gas/convenience stores, drug stores, mass merchandisers and select club and dollar retail chains (totals in millions), with change from 2012 in parentheses: 11. Modelo Especial, $574.6 (+24.5%); 12. Keystone Light, $493.9 (-3.9%); 13. Miller High Life, $476.9 (-8.4%); 14. Natural Ice, $335.4 (-9.5%); 15. Bud Light Platinum Lager, $321.4 (-17.0%); 16. Pabst Blue Ribbon, $288.5 (+9.8%); 17. Bud Light Lime, $285.0 (-11.7%); 18. Bud Ice, $248.7 (+3.0%); 19. Yuengling Traditional Lager, $248.6 (-0.8%); 20. Bud Light Lime Straw-Ber-Rita, $246.6 (N/A).

Information Resources, Inc., 2014

Share of beer/malt beverages sold through convenience stores in 2013, based on category dollar sales: Premium, 49.7%; budget, 11.3%; imports, 11.2%; popular, 10.2%; flavored malt beverage, 5.5%; microbrews/craft, 5.0%; super premium, 4.6%; malt liquor, 2.4%; non-alcoholic, 0.1%.

Convenience Store News, 2014

Share of beer category dollar sales in 2013 through supermarkets, drug stores, gas/convenience stores, mass merchandisers and select club and dollar retail chains, by segment: Domestic Premium, 44.8%; Domestic Sub-Premium, 17.1%; Import, 14.8%; Domestic Super-Premium, 8.9%; Craft, 6.2%; Progressive Adult Beverages, 5.4%; Domestic Malt Liquor, 1.6%; Non-Alcohol Beer, 0.3%; Cider, 0.7%.

Information Resources, Inc., 2014

According to a 2014 poll by Survey Analytics, 84% of consumers prefer their beer in bottles over cans.

 

Survey Analytics, 2014

Based on dollar sales through supermarkets, gas/convenience stores, drug stores, mass merchandisers, and select club and dollar retail chains, the best-selling craft beer brands for 2013 (totals in millions), with change from the prior year in parentheses: 1. Samuel Adams, $329.4 (+12.2%); 2. Sierra Nevada, $190.1 (+11.0%); 3. New Belgium, $137.2 (+9.8%); 4. Shiner, $116.7 (+13.4%); 5. Lagunitas, $56.2 (+84.9%); 6. Deschutes, $53.4(+13.4%); 7. Redhook, $41.0 (+9.0%); 8. Widmer, $39.5 (-5.2%); 9. Kona, $34.7 (+29.2%); 10. Stone, $34.5 (+39.5%).

Information Resources, Inc., 2014

Increases/decreases in beer sales attributed to convenience stores in 2013, by segment: Premium, -2.8%; Budget, -5.5%; Popular, -4.5%; Imports, +7.3%; Flavored Malt Beverage, +22.8%; Super Premium, +8.6%; Malt Liquor, -1.6%; Microbrews/Craft, +35.4%; Non-Alcoholic, -8.0%.

Convenience Store News, 2014

Based on dollar sales (totals in millions), the top-selling brands of imported beer sold through supermarkets, gas/convenience stores, drug stores, mass merchandisers and select club and dollar retail chains for 2013, with change from the prior year in parentheses: 1. Corona Extra, $1,221.4 (+7.1%); 2. Heineken, $669.4 (-0.5%); 3. Modelo Especial, $574.6 (+24.5%); 4. Dos Equis XXX Lager Especial, $236.4 (+23.1%); 5. Corona Light, $216.7 (+5.6%); 6. Stella Artois, $194.8 (+17.7%); 7. Tecate, $155.5 (-4.1%); 8. Labatt Blue, $99.7 (-2.3%); 9. Labatt Blue Light, $99.7 (-4.6%); 10. Newcastle Brown Ale, $77.0 (+8.2%).

Information Resources, Inc., 2014

Share of craft beer sales in 2013, by segment: Regional craft breweries, 77.0%; microbreweries, 15.5%; brewpubs, 6.0%; contract breweries, 1.5%.

Brewers Association, 2014

According to dollar sales through supermarkets, gas/convenience stores, drug stores, mass merchandisers, and select club and dollar retail chains, the top-selling brands of hard cider in 2013 (totals in millions), with change from the previous year in parentheses: 1. Angry Orchard, $115.4 (+312.4%); 2. Woodchuck, $42.5 (+7.9%); 3. Hornsbys, $9.6 (-30.3%); 4. Strongbow, $8.8 (+63.4%); 5. Michelob Ultra Cider, $8.7 (+34.1%). 

Information Resources, Inc., 2014

Where They Buy Source

According to the National Association of Convenience Stores, C-stores account for 59% of off-premise retail beer sales.

National Association of Convenience Stores, 2014

The 10 largest craft brewers, based on 2013 sales volume (number of barrels): 1. Boston Beer Co., 3,200,000;  2. Sierra Nevada Brewing Co., 985,000; 3. New Belgium Brewing Co., 792,292; 4. The Gambrinus Co., 600,000; 5. Lagunitas Brewing Co., 400,420; 6. Deschutes Brewery, 285,000; 7. Bell's Brewery, 230,000; 8. Duvel Moortgat USA, 226,007; 9. Brooklyn Brewery, 220,000; 10. Stone Brewing Co., 213,277.

Brewers Association, 2014

States with the largest number of breweries (all types) in 2012: 1. California, 363; 2. Washington, 189; 3. Colorado, 161; 4. Oregon, 149; 5. Michigan, 140; 6. Pennsylvania, 134; 7. Wisconsin, 132; 8. New York, 127; 9. Texas, 90; 10. Illinois, 83.

Beer Institute, 2013

Business Trends Source

In terms of volume, the overall U.S. beer market was down 1.4% in 2013, while dollar sales were up 3.3% to approximately $30.1 billion.

Beverage World, 2014

Changes in dollar sales of the different segments of the beer industry in 2013: Domestic Super Premium, +6.8%; Domestic Premium, -0.6%; Domestic Sub-Premium, -3.6%; Domestic Malt Liquor, -4.7%; Import, +6.0%; Craft, +19.4%; Progressive Adult Beverages, +33.6%; Cider, +100.7%; Non-Alcoholic Beer, -2.1%. 

Information Resources, Inc., 2014

Dollar sales of craft beer increased to approximately $14.3 billion in 2013, an increase of 20% from 2012.

Brewers Association, 2014

An early-2014 survey by Mintel revealed that 22% of Americans are drinking less domestic beer in order to focus their alcohol consumption on wine, while 18% are choosing to drink more liquor.

Convenience Store News, 2014

Breakdown of the 2,822 breweries in the U.S. at the end of 2013, by category (with percentage change from the previous year in parentheses): Large non-craft breweries, 23 (no change); regional craft breweries, 119 (+22.6%); other non-craft breweries, 31 (-3.1%); microbreweries, 1,412 (+22.8%); brewpubs, 1,237 (+7.1%). 

Brewers Association, 2014

Sales of hard cider totaled 13.2 million cases in 2013, up from 9.6 million cases in 2012 and 5.4 million in 2011.

Beverage World, 2014

Misc Source

Gross revenue for retailers that sell homebrew/home winemaking supplies grew an average of 10.5% in 2013. There was a 24% increase in sales of beginner homebrew equipment kits for the year, with these kits most often purchased by 30-39-year-old consumers. 

American Homebrewers Association, 2014