Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Growing Craft Beer Segment Boosts Overall Category

Unlike the boom of craft beers that took place in the early 1990s, the current
segment’s growth seems more sustainable, with more professionals and less
hobbyists in the market now than before, says Beer Marketer’s Insights
Eric Shepard. “There’s a lot of strong, small brewers now to make sure [it’s
sustained],” Shepard says. “In the ’90s, there were a lot of people [in it] who
weren’t really brewers … There was a novelty aspect to it.”

~A

MediaPost Publications – Growing Craft Beer Segment Boosts Overall Category – 03/05/2008
CRAFT BEERS–THOSE BREWED BY SMALL local and regional breweries–continued to push the beer category forward, with sales of independent brewers up 12% by volume and 16% in dollars last year, according to the Brewers Association.

Craft brewery dollar sales have increased 58% since 2004, reaching $5.74 billion in sales last year, it said. However, craft beers still only account for a small segment of the overall beer category–about 4% of production and 6% of retail sales, according to the Brewers Association.

Filed under: Beer, trends

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