HEALTHY HABITS OF THE CRAFT BEER SET

CRAFT BEER drinkers may take their imbibing more seriously than their macro-brew loving counterparts, but, when they do drink, they drink less and boast healthier lifestyle habits. According to a study conducted by the Harris Poll, people who drink craft brews consume less than the average American, pay more attention to what they eat and exercise more regularly than those who prefer cheaper beer and liquor brands. Surveyed nearly 2OOO adults, the poll found that 73 percent of craft beer fans view drinking alcohol as an indulgence reserved for special occasions, compared to a slightly lower 67 percent for non-craft beer drinkers. This difference was more noticeable among younger drinkers: 😯 percent of 21- to 34-year-old craft beer drinkers said they consider drinking alcohol to be a treat.

Danelle Kosmal, Vice President of Nielsen’s Beverage Alcohol Practice, said the survey presents some “interesting challenges” to brewers and retailers as they consider how to market to a younger audience. Craft beer drinkers aren’t just drinking less, but the poll also found they engage in healthier lifestyle activities. More than half of respondents (57 percent) say they exercise several times a week versus 52 percent of average drinkers. But 4O percent of craft drinkers said they prefer group exercise versus working out solo. Kosmal notes this finding presents a unique opportunity to engage them on the weekdays by promoting fitness-centric social plans. When it comes to food, craft drinkers are more likely than those who prefer big beer to read nutrition labels (78 percent versus 73 percent) and they were more knowledgeable about how many calories their alcoholic beverages really contain. But they love their brews so much that they’re willing to sacrifice calories in other areas of their diet to keep imbibing that extra hoppy IPA.