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Who Buys Source

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

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

GfK MRI, 2012

Of those adults 18+ who drank any popular domestic beer in the last six months, 72.0% were men and 28.0% were women.

GfK MRI, 2012

Adults 18+ who drank any popular domestic beer in the past six months, by age group: 18-24, 21.0%; 25-34, 23.9%; 35-44, 16.8%; 45-54, 15.7%; 55-64, 12.9%; 65+, 9.7%.

GfK MRI, 2012

Adults 18+ who drank any popular domestic beer in the last six months, by income bracket: $100,000+, 18.7%; $75-99,999, 12.9%; $60-74,999, 10.9%; $50-59,999, 9.0%; $40-49,999, 9.6%; $30-39,999, 11.0%; $20-29,999, 9.9%; under $20,000, 18.0%.

GfK MRI, 2012

Adults 18+ who drank any popular domestic beer in the past six months, by region: Northeast, 16.6%; Midwest, 28.7%; South; 34.2%; West, 20.5%.

GfK MRI, 2012

Adults 18+ who drank any popular domestic beer in the previous six months, by race: White, 77.2%; Black, 10.2%; Other, 12.6%; Hispanic origin, 11.5%.

GfK MRI, 2012

Adults 18+ who drank any popular domestic beer in the last six months, by marital status: Single, 39.7%; married, 44.1%; separated/widowed/divorced, 16.2%.

GfK MRI, 2012

Of those adults 18+ who drank any premium domestic beer in the past six months, 68.3% were men and 31.7% were women.

GfK MRI, 2012

Adults 18+ who drank any premium domestic beer in the last six months, by age level: 18-24, 13.7%; 25-34, 20.8%; 35-44, 18.5%; 45-54, 20.2%; 55-64, 14.6%; 65+, 12.2%.

GfK MRI, 2012

Adults 18+ who drank any premium domestic beer in the past six months, by income bracket: $100,000+, 25.9%; $75-99,999, 13.8%; $60-74,999, 11.8%; $50-59,999, 8.9%; $40-49,999, 8.3%; $30-39,999, 9.1%; $20-29,999,9.5%; under $20,000, 12.7%.

GfK MRI, 2012

Adults 18+ who drank any premium domestic beer in the past six months, by region: Northeast, 18.3%; Midwest, 25.3%; South, 35.7%; West, 20.7%.

GfK MRI, 2012

Adults 18+ who drank any premium domestic beer in the last six months, by race: White, 75.0%; Black, 11.2%; Other, 13.8%; Hispanic origin, 14.5%.

GfK MRI, 2012

Adults 18+ who drank any premium domestic beer in the previous six months, by marital status: Single, 30.7%; married, 52.7%; separated/widowed/divorced, 16.6%.

GfK MRI, 2012

Of those adults 18+ who drank any imported beer in the last six months, 62.9% were men and 37.1% were women.

GfK MRI, 2012

Adults 18+ who drank any imported beer in the last six months, by age group: 18-24, 13.7%; 25-34, 24.3%; 35-44, 21.6%; 45-54, 19.5%; 55-64, 12.7%; 65+, 8.2%.

GfK MRI, 2012

Adults 18+ who drank any imported beer in the last six months, by income bracket: $100,000+, 36.9%; $75-99,999, 15.3%; $60-74,999, 10.7%; $50-59,999, 8.0%; $40-49,999, 7.5%; $30-39,999, 7.2%; $20-29,999, 6.1%; under $20,000, 8.3%.

GfK MRI, 2012

Adults 18+ who drank any imported beer in the previous six months, by region: Northeast, 24.2%; Midwest, 18.6%; South, 29.5%; West, 27.7%.

GfK MRI, 2012

Adults 18+ who drank any imported beer in the last six months, by race: White, 73.4%; Black, 9.0%; Other, 17.6%; Hispanic origin, 18.3%.

GfK MRI, 2012

Adults 18+ who drank any imported beer in the last six months, by marital status: Single, 31.7%; married, 55.3%; separated/widowed/divorced, 13.0%.

GfK MRI, 2012

When They Buy Source

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

According to a survey by MillerCoors, the decision to buy beer is often made earlier in the day, while the decision on the brand and pack size is made closer to the point of purchase.

CSP Daily News, 2012

Based on a survey by E&J Gallo Winery/SmartRevenue, the alcohol beverage cooler in the typical convenience store is most often shopped from 6-8 PM.

CSP Daily News, 2012


How They Buy Source

According to a study by Restaurant Sciences LLC, changes in beer prices at restaurants and bars between October 2012 and April 2013, by category: Ultra-Premium, +1.8%; Super-Premium, +1.0%; Premium, +3.6%; Sub-Premium, +6.8%.

Nation's Restaurant 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

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

What They Buy Source

The 10 top-selling beer brands of 2012, 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 2011 in parentheses: 1. Bud Light, $5,979.0 (+2.8%); 2. Coors Light, $2,290.1 (+6.0%); 3. Budweiser, $2,164.7 (-3.1%); 4. Miller Lite, $1,928.9 (+2.8%); 5. Natural Light, $1,200.5 (+1.4%); 6. Corona Extra, $1,140.0 (+3.7%); 7. Busch Light, $827.7 (+1.7%); 8. Busch, $705.8 (-2.9%); 9. Michelob Ultra, $702.7 (+16.5%); 10. Heineken, $672.4 (+3.1%). 

SymphonyIRI Group Inc., 2013

The 11-20 top-selling brands of beer in the U.S. during 2012, 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 2011 in parentheses: 11. Miller High Life, $520.9 (-2.8%); 12. Keystone Light, $514.1 (-5.0%); 13. Modelo Especial, $461.6 (+27.6%); 14. Bud Light Platinum, $387.4 (N/A); 15. Natural Ice, $370.4 (-3.1%); 16. Bud Light Lime, $323.0 (-5.8%); 17. Pabst Blue Ribbon, $262.8 (+24.2%); 18. Yuengling Lager, $250.8 (+18.2%); 19. Bud Ice, $241.6 (+5.9%); 20. Icehouse, $233.4 (-5.9%).

SymphonyIRI Group Inc., 2013

Share of beer category dollar sales in 2012 through supermarkets, drug stores, gas/convenience stores, mass merchandisers and select club and dollar retail chains, by segment: Domestic Premium, 46.5%; Domestic Sub-Premium, 18.4%; Import, 14.4%; Domestic Super-Premium, 8.6%; Craft, 5.4%; Progressive Adult Beverages, 4.2%; Domestic Malt Liquor, 1.8%; Non-Alcohol Beer, 0.4%; Cider, 0.4%.

SymphonyIRI Group Inc., 2013

Share of beer/malt beverages sold through convenience stores in 2012, based on category dollar sales: Premium, 51.5%; budget, 12.1%; popular, 10.8%; imports, 10.5%; flavored malt beverage, 4.5%; super premium, 4.3%; microbrews/craft, 3.7%; malt liquor, 2.5%; non-alcoholic, 0.1%.

Convenience Store News, 2013

Based on research by the Brewers Association, share of craft beer styles sold in 2012: Seasonal, 19%; India Pale Ale, 16%; Pale Ale, 13%; Variety, 9%; Amber Ale, 8%; Amber Lager, 6%; Wheat, 5%; all others, 24%.

Brewers Association, 2013

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 brand families for 2012 (totals in millions), with change from the prior year in parentheses: 1. Samuel Adams, $293.5 (+5.0%); 2. Sierra Nevada, $171.5 (+16.1%); 3. New Belgium, $124.9 (+12.2%); 4. Shiner, $102.7 (+11.3%); 5. Deschutes, $47.0 (+7.9%); 6. Widmer, $41.4 (-6.9%); 7. Redhook, $37.6 (+8.2%); 8. Magic Hat, $32.5 (+6.0%); 9. Lagunitas, $30.5 (+55.6%); 10. Kona, $26.8 (+16.8%).

SymphonyIRI Group Inc., 2013

Increases/decreases in beer sales attributed to convenience stores in 2012, by segment: Premium, +2.4%; Budget, -0.3%; Popular, +0.9%; Imports, +9.0%; Flavored Malt Beverage, +12.3%; Super Premium, +19.3%; Malt Liquor, +1.1%; Microbrews/Craft, +81.8%; Non-Alcoholic, -0.1%.

Convenience Store News, 2013

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 2012, with change from the prior year in parentheses: 1. Corona Extra, $1,140.0 (+3.7%); 2. Heineken, $672.4 (+3.1%); 3. Modelo Especial, $461.6 (+27.6%); 4. Corona Light, $205.5 (+3.7%); 5. Dos Equis Lager Especial, $192.1 (+35.6%); 6. Stella Artois, $165.6 (+28.1%); 7. Tecate, $162.1 (+0.1%); 8. Labatt Blue Light, $102.9 (-6.9%); 9. Labatt Blue, $102.8 (-12.0%); 10. Newcastle Brown Ale, $84.0 (-0.1%).

SymphonyIRI Group Inc., 2013

Share of craft beer sales in 2012, by segment: Regional craft breweries, 77.3%; microbreweries, 14.4%; brewpubs, 6.6%; contract breweries, 1.7%.

Brewers Association, 2013

Where They Buy Source

The 10 largest craft brewers, based on 2012 sales volume: 1. Boston Beer Co.;  2. Sierra Nevada Brewing Co.; 3. New Belgium Brewing Co.; 4. The Gambrinus Co.; 5. Deschutes Brewery; 6. Lagunitas Brewing Co.; 7. Bell's Brewery, Inc.; 8. Matt Brewing Co.; 9. Harpoon Brewery; 10. Stone Brewing Co.

Brewers Association, 2013

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 up 1.4% in 2012 to 200.9 million barrels, while dollar sales were up 3.7% to approximately $30.3 billion.

Beverage World, 2013

Of the total U.S. alcoholic beverage market in 2012 (including spirits and wine), beer accounted for 48.8% of revenue, down from 50.1% in 2007 and 53.8% in 2003.

Beverage World, 2013

Dollar sales of craft beer increased to approximately $10.2 billion in 2012, up from $8.7 billion in 2011.

Brewers Association, 2013

Breakdown of the 2,416 breweries in the U.S. in early-2013, by category: Large non-craft breweries, 23; regional craft breweries, 97; regional non-craft breweries, 33; microbreweries, 1,139; brewpubs, 1,124. 

Brewers Association, 2013