Who Buys Ipa Beer? Exploring Age Demographics

India Pale Ales (IPAs) have taken the craft beer world by storm, but only one age group claims it as their favourite: millennials. A survey by market research company Datassential found that millennials (aged 26-40) prefer IPAs, while Gen X (41-57) and Baby Boomers (58+) prefer lager, and Gen Z (21-25) drinkers opt for ales that aren't IPAs.

Millennials vs Gen Z, Gen X and Baby Boomers

An online survey of 548 beer drinkers by market research company Datassential revealed that millennials are the only generation that names India Pale Ale (IPA) as their favourite style of beer.

Millennials, born between 1981 and 1994/1996, are currently between 25 and 40 years old. They are powering the workforce but are also carrying huge amounts of student debt, which is delaying major purchases. This financial instability leads them to choose access over ownership, and they seek guidance when it comes to big purchases.

Gen Z, born between 1997 and 2012, are currently between 9 and 24 years old. They have adopted a fiscally conservative approach to their finances, perhaps due to witnessing the financial struggles of their Gen X parents. They want to avoid debt and appreciate accounts or services that aid in that endeavour.

Gen X, born between 1965 and 1979/1980, are currently between 41 and 56 years old. They are trying to raise a family, pay off student debt, and take care of their aging parents. These demands put a high strain on their resources, with the average Gen Xer carrying $142,000 in debt.

Baby Boomers, born between 1946 and 1964, are currently between 57 and 75 years old. They are the biggest consumers of traditional media like television, radio, magazines, and newspapers, although 90% of them have a Facebook account. They prefer to go into a branch to perform transactions and still prefer to use cash, especially for purchases under $5.

Marketing to the Generations

When it comes to marketing, it's important to understand the preferences and behaviours of each generation. Millennials, for example, have less brand loyalty than previous generations and prefer to shop for products and features rather than being loyal to a particular brand. They also seek digital tools to help manage their debt and view their banks as transactional rather than relational. Gen Z, on the other hand, has a strong appetite for financial education and is opening savings accounts at younger ages than previous generations. Understanding these differences can help companies tailor their marketing strategies to effectively reach each generation.

Male vs female preferences

An online survey of 548 beer drinkers by market research company Datassential found that millennials (aged 26-40) prefer IPAs, while Gen X (41-57 years old) and Baby Boomers (58+ years old) prefer lager. Interestingly, Gen Z (21-25 years old) drinkers' top choice is ale but not an IPA. The survey also revealed that women and beer drinkers with an annual household income of more than $100,000 prefer IPAs, whereas lager beers are favoured by those earning less than $25,000 annually.

These findings highlight some intriguing trends in beer preferences among different age groups and genders. While millennials show a strong preference for IPAs, other age groups, such as Gen X and Baby Boomers, opt for lagers. The survey also indicates a gender dimension to beer preferences, with women showing a higher preference for IPAs compared to men.

It's worth noting that the survey results may be influenced by various factors, including marketing, cultural norms, and individual taste preferences. Additionally, the survey sample size and methodology can also impact the results. Nonetheless, the findings provide valuable insights into the preferences of different consumer segments, which can be useful for breweries and beverage companies in tailoring their products and marketing strategies to specific demographics.

When it comes to male vs female preferences, the survey results suggest that women may be more inclined towards IPAs, especially those with higher household incomes. This could be attributed to a variety of factors, including marketing strategies, social influences, or individual taste preferences. On the other hand, men still consume much more beer overall, according to another source, which could be due to a combination of advertising and unappealing flavours that particularly target men.

In conclusion, while the survey provides interesting insights into the preferences of different age groups and genders, it's important to recognise that individual tastes vary, and people should ultimately drink what they enjoy, regardless of gender stereotypes or marketing influences.

Income levels of IPA drinkers

According to an online survey of 548 beer drinkers by market research company Datassential, millennials (aged 26-40) prefer IPAs, while Gen X (41-57 years old) and Baby Boomers (58 years and older) favour lagers. Interestingly, Gen Z (21-25 years old) drinkers' top choice is ale, but not an IPA. The survey also found that, in addition to millennials, women and beer drinkers with an annual household income of more than $100,000 prefer IPAs, while lager beers are favoured by those earning less than $25,000 yearly.

The survey also revealed that two-thirds of drinking-age adults had drunk beer in the past month, and 58% of beer drinkers consume one or more beers weekly. Citrus was ranked as the most preferred flavour in beer, with berry, apple, and pear following in second, third, and fourth place, respectively. Additionally, 80% of respondents expressed a preference for beer brewed in the USA, with 17% favouring Mexican beers and 15% opting for German varieties.

When it comes to serving preferences, 70% of respondents chose canned or bottled beer, while 24% preferred draught beer. The survey also found that 37% of participants considered themselves beer connoisseurs, defined as individuals with expert knowledge about high-quality beer and where to obtain it.

How long IPAs can be aged

IPAs are best consumed within three months of their packaging date to maintain their hop character and overall quality. However, some IPAs have a longer shelf life of around 6-12 months. Beyond three months, the hop bitterness and fresh ingredients will start to degrade, and the beer can develop more malt-forward and oxidized flavours.

IPAs are more sensitive to time and environmental factors than other beers due to their high hop content. Oxygen exposure leads to oxidation, which can cause the beer to develop off-flavours and lose its hop aroma. Even a small amount of oxygen can affect the beer's flavour, turning it from fresh and vibrant to stale and flat. Heat can also accelerate the ageing process, causing the hop bitterness and flavour to diminish more quickly. Light exposure, especially direct sunlight, can lead to "skunkiness", where the beer develops an unpleasant, skunky aroma and taste.

To ensure your IPAs stay fresh, store them in a cool, dark place, ideally refrigerated. Maintaining consistent temperatures is crucial—avoid drastic changes in temperature as these fluctuations can negatively impact the beer's flavour and freshness.

While IPAs are best consumed within three months, some people appreciate the evolving taste of aged beer. The hop aroma and bitterness may diminish, but the beer can take on new flavours.

History of IPAs

The India Pale Ale (IPA) is a hoppy beer style within the broader category of pale ale. The story of its origin is a mix of legend and fact.

The popular origin story goes that in the late 18th century, George Hodgson, a brewer at the Bow Brewery in East London, began sending his pale ale to India packed with extra hops and an increased alcohol content. Both the hops and the high alcohol content helped preserve the beer during its long sea journey from England to India. This created a bitter and stronger pale ale that was more refreshing in the hot Indian climate compared to the dark ales and porters that were popular in London.

However, the reality is a little more complex. English breweries were indeed trying to find a way to get their beer to survive the voyage from England to British colonies in India, as well as the Caribbean. Beer stored in large casks, called hogsheads, would spoil and go flat during the journey as it was exposed to warmer temperatures while being jostled in the ship's hull. Various methods were conceived to deliver a product that would reach its final destination in a drinkable state.

By the 1760s, breweries learned that adding extra hops to all of their beers helped fortify them for the voyage to warmer climates. Not only were they adding hops to pale ales, but also to porters and ales. The beer being exported wasn't much stronger in alcohol content either.

While George Hodgson may not have been the first brewer to come up with the concept, he was the first to achieve a large amount of distribution in India. The Bow Brewery was popular with East India Company traders thanks to the brewery's proximity to the East India Docks and the fact that Hodgson sold the beer with a credit line of 18 months.

The East India Company eventually grew tired of Hodgson's unscrupulous business practices and began looking for new brewing partners. They found some in Burton upon Trent, where the brewers had lost their valuable export markets in Russia after it was banned by the Tsar. The Allsopp, Bass and Salt breweries improved on Hodgson's recipe for hopped pale ale and took over the Indian market.

By the early 19th century, "pale ale prepared for the India market" was gaining popularity as exports and hopping levels increased. The first known recorded mention of the phrase "India Pale Ale" came in 1835 in an edition of the Liverpool Mercury. Beer drinkers in England eventually got to taste this export style of pale ale by the 1830s, and by 1840, the India pale ale became one of England's best-selling beers.

The popularity of India pale ales waned in England by the start of the 20th century as new styles entered the market and taxes on higher-gravity beers increased. The revival of the IPA came about in the late 20th century with the craft beer revolution in America, as brewers began seeking out old beer styles that had fallen out of vogue.

The traditional IPA style was well-suited to model the intense flavour and aroma of American hops. Bert Grant of Yakima Brewing and Malting identified that Cascade and Chinook hops, grown locally in Yakima, Washington, provided strong flavours when showcased in an IPA. The boom in popularity for IPA as a style spread down the west coast of the United States, then across the country and eventually the world. It is estimated that over 40% of craft beer brewed in the United States can be classified as an IPA.

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