- 42% of the American adult population (age 21+) have enjoyed a beer in the past 30 days, and 5% of them have had a microbrew.
- 25% of Microbrew Drinkers are between 30 and 39 years old
- They are 49% more likely to be men and also 54% more likely to hold white collar jobs.
- They’re 78% 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% have participated in adult continuing education classes in the past 12 months.
- More than half (53%) of Microbrew Drinkers purchased beer at a grocery store, and nearly as many at sit-down restaurants (45%). The next places people were likely to buy their microbrews were nightclubs or bars (38%) and liquor stores (37%), and they’re more than twice as likely to have purchased beer at a stadium or arena.
- 60% have attended a professional sports event and 20% have attended a high school sports event in past year. Microbrew Drinkers are 45% more likely to be Avid Fans of college football, 40% more likely to say they are Avid Fans of college basketball, 41% more likely to be Avid Major League Baseball Fans, and 30% of them are Avid Fans of the Olympics.
- There’s more to Microbrew Drinkers than their affinity for sports; they also have a softer, artsy side. Microbrew Drinkers are nearly three times more likely to have visited an art museum, 33% have attended live theater, and more than one-quarter (27%) bought a ticket to a music concert in the past year.
- Microbrew Drinkers are twice as likely to have used a mobile device to read a newspaper in the past month.
- The types of television programs Microbrew Drinkers typically watch are comedies (65%), movies (61%) and sports (54%).
- 29% visited a radio station website in the past month.
- In terms of digital media consumption, nearly one-third (29%) of online Microbrew Drinkers spend 20 or more hours per week surfing the web.
- They are 50% more likely to have visited YouTube in the past month and twice as likely to visit Pandora.
- Microbrew Drinkers with wireless access are twice as likely 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.
“Microbrews, or craft beers, are a terrific example of how localism has become trendy,” says Alisa Joseph, vice president 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.”
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.