CRAFT BEER 2O14 REVIEW
Even though imports fared well in 2O14,
the industry’s shining star is undeniably the craft beer category.
“It’s remarkable to see how beer has evolved in the past century.
Year over year we’re seeing tremendous growth in the craft beer sector
and 2O14 proved that it is moving into the mainstream,”
said Bart Watson, chief economist for the Brewers Association.
“Consumers are making a conscious choice to buy and try
the plethora of options produced by small and independent craft brewers.”
US BREWERY COUNT RETURNS TO HISTORIC LEVELS.
In November, the United States passed the mark of 32OO brewers in the country and the number of brewery licenses reached the highest ever,
topping 45OO in the first sixth months of the year.
Thirteen states (CA, CO, WA, OR, MI, NY, PA, TX, FL, WI, IL, NC, and OH)
now have more than 1OO breweries each.
BREWERIES ARE OPENING AT A RATE OF 1.5 PER DAY.
In addition, there are more than 2OOO breweries in planning.
CRAFT BREWERS WERE THE GROWTH POINT IN THE OVERALL BEER INDUSTRY.
Through June of 2O14, craft brewers enjoyed 18 percent growth by volume. Numerous data channels are showing continuing double-digit growth
for craft in the second half of the year.
INDIA PALE ALE (IPA) REMAINED THE MOST FAVORED CRAFT BEER STYLE.
According to retail scan data, IPA is up 47 percent by volume
and 49 percent by dollar sales, accounting for 21 percent volume share of craft
and 23 percent dollar share of off-premise beer sales.
Additionally, the style was the number one entered category
at the Great American Beer Festival.
VARIETY PACKS HAD A STRONG YEAR.
Retail data also indicates that variety packs are up 21 percent by volume
and 24 percent by dollar sales, equating to nine percent volume share of craft
and seven percent dollar share.
CRAFT BEER APPRECIATORS ARE BECOMING AS DIVERSE
AS CRAFT BEER ITSELF.
Data indicates that 38 percent of households bought a craft beer in the last year versus 29 percent in 2O1O.
Additionally, women consume almost 32 percent of craft beer volume,
almost half of which comes from women ages 21 to 34.
Hispanic populations are demonstrating increased craft engagement as well.
