Craft Beer: Where Do People Buy?

The craft beer market has seen significant changes in recent years, with consumers now having a wide range of purchasing options, including grocery stores, breweries, convenience stores, and online platforms. The rise of delivery services and apps has also contributed to the evolution of buying behaviours. A study on Italian craft beer consumers revealed that they are young, well-educated, and employed, with a preference for pubs as their drinking venue of choice. Similarly, in the US, craft beer has expanded its presence, from local bars to Major League baseball stadiums, with sales increasing by 15% in a year. The popularity of craft beer can be attributed to consumers' desire for unique flavours, high-quality ingredients, and adventurous tastes, as well as the social aspect of enjoying craft beer with friends in pubs or breweries.

Online

The internet has revolutionized the way people buy craft beer, with online retailers and apps offering a wide range of options for beer enthusiasts. The convenience of online beer shopping is undeniable, allowing people to buy craft beer without leaving their homes and get it delivered right to their doorsteps. This is especially useful when the desired beer is not distributed in their state or is a limited release.

One of the most popular ways to buy craft beer online is through specialized websites and apps such as CraftShack, an online marketplace that connects customers with smaller, craft-centric bottleshops. CraftShack offers a wide selection of beers and a user-friendly website with filters that make it easy to browse for new beers. However, the convenience of CraftShack comes at a cost, with a $35 minimum order and additional shipping charges of around $20.

Another notable online retailer is Best Damn Beer Shop (BDBS), which is based in San Diego and offers both in-store pickup and same-day delivery for locals. BDBS ships to 29 states with a $40 minimum order and a requirement to order in multiples of six or 12 bottles. While BDBS claims to make no profit from shipping, customers should still expect higher shipping costs due to the nature of shipping beer.

For those looking for a more personalized experience, Craft City's website offers over 2,000 beers available for ordering and allows browsing by both brewery and style. Craft City also provides various shipping options, ensuring that sensitive products can be delivered quickly and safely. However, they do not ship to all states, so customers from AR, DE, KY, MS, SD, TX, or UT will have to look elsewhere.

In addition to these retailers, there are other websites and apps worth mentioning, such as Untappd, Oznr, and Tavour. Untappd, a social media craft beer networking app, has recently launched its own e-commerce platform, allowing users to purchase beer with just a few clicks. Oznr, on the other hand, is an app that allows breweries to release new offerings digitally and build excitement through pre-sales, waitlists, and raffles. Tavour stands out for its subscription-based model, where customers fill up a box over time before it is shipped out, making it a great option for those who want to experiment with different beers without leaving their homes.

While online beer shopping provides a vast selection and convenience, it is important to be aware of the challenges, such as shipping costs, legal restrictions, and the need to ensure someone is available to sign for the delivery. Nonetheless, the ability to buy craft beer online has undoubtedly transformed the way people access their favorite brews.

Breweries

The rise of craft beer has shaken up the beer sector, with consumers increasingly turning to beers produced on a small scale with slower fermentation processes. This shift in consumer behaviour has largely been driven by younger, well-educated, and employed drinkers who are willing to pay higher prices for quality beers.

The success of breweries can be attributed to their ability to meet consumer demands for high-quality, unique beers with distinct flavours. By focusing on product innovation and embracing technology, breweries have become a go-to destination for craft beer enthusiasts.

Pubs and restaurants

The social aspect of craft beer consumption is an important factor, as it is often enjoyed with friends and colleagues. This is supported by the finding that 85% of Italian craft beer drinkers surveyed consume it with friends and colleagues, and 65% do so at dinner. The social aspect of craft beer consumption is further emphasised by the fact that craft breweries often have a restaurant or tasting room attached, providing a space for socialising and spending time with friends.

The availability of craft beer in pubs and restaurants also plays a role in influencing consumers' purchasing decisions. With craft beer increasingly available on tap and in bottles at these establishments, it becomes a convenient option for those looking to try new varieties or seeking a social drinking experience.

Additionally, the presence of craft beer in pubs and restaurants can create a sense of exclusivity or uniqueness, as these establishments may offer limited-edition or small-batch beers that are not widely distributed. This sense of exclusivity can drive consumer demand and create a sense of community among craft beer enthusiasts.

The preference for purchasing craft beer in pubs and restaurants may also be influenced by the opportunity to interact with staff and learn more about the beer. Consumers can develop their knowledge and appreciation of craft beer by engaging with knowledgeable bartenders or servers, enhancing their overall drinking experience.

Grocery stores

Wide Range of Options: Grocery stores typically carry a diverse selection of craft beers, providing customers with numerous options to choose from. They often stock products from various breweries, including well-known brands and local craft beers. This variety allows shoppers to explore different styles, flavours, and limited editions without having to visit multiple speciality stores.

Convenience and Accessibility: Grocery stores are usually conveniently located, making them easily accessible to a large number of customers. Many people prefer to buy craft beer while doing their regular grocery shopping, saving them an extra trip to a speciality beer store or brewery. Additionally, some grocery stores may offer extended hours, providing customers with the flexibility to purchase craft beer at their convenience.

Competitive Pricing: Grocery stores often engage in competitive pricing strategies, which can make craft beer more affordable for consumers. They may offer discounts, promotions, or loyalty program benefits that speciality stores or breweries may not provide. This pricing strategy can be particularly attractive to those who buy craft beer regularly or in larger quantities.

Impulse Purchases: The placement of craft beer within grocery stores can encourage impulse purchases. When shoppers see craft beer displayed alongside their regular grocery items, they may be more inclined to add it to their carts, especially if they are already purchasing other alcoholic beverages. This impulse buying behaviour is more likely to occur in grocery stores than in speciality beer retailers.

Brand Visibility: Grocery stores provide craft beer brands with increased visibility and exposure to a broader customer base. By placing their products on the shelves of well-known grocery chains, breweries can reach a wider audience and potentially attract new customers. This increased brand visibility can be particularly beneficial for smaller craft breweries looking to expand their market reach.

While the above factors contribute to the popularity of grocery stores for craft beer purchases, it is important to note that buying behaviours may vary across different demographics and regions. Some consumers may still prefer the specialised selection and expertise offered by dedicated beer retailers or the unique experience of purchasing directly from breweries. Nonetheless, grocery stores remain a significant channel for craft beer sales and play a crucial role in the overall craft beer market.

Beer-of-the-month clubs

The Original Craft Beer Club

The Original Craft Beer Club offers craft beers from breweries across the United States. Each monthly shipment contains four different styles, with either three or six of each type, depending on your subscription. The cost is $54 for 12 beers or $108 for 24 beers, with free shipping included. This club is perfect for craft beer enthusiasts who want to try a variety of beers without being limited to a specific style.

Beer Drop

Beer Drop focuses on craft beers from Colorado, the hub of craft beer. You can choose the style of beer you want to receive or be surprised by their top picks. Plus and Ultimate members can also swap out beers before their box ships. The cost starts at $33 per month for six beers, with a flat $7.99 shipping fee. Beer Drop is ideal for those who want to explore Colorado's craft beer scene and have the option to customise their selections.

The Rare Beer Club

The Rare Beer Club offers limited-release, artisanal beers from breweries around the world. You can choose to receive two, four, or six 750 mL bottles of two different beers each month. The cost starts at $43.95 per month for two bottles, plus shipping. This club is perfect for those who want to try unique and rare beers and are willing to pay a premium.

Beer of the Month Club

Beer of the Month Club sends members a 12-pack of four different types of fresh, microbrewed beers. Past boxes have included a variety of styles, such as IPAs, pilsners, lagers, ambers, and blondes. The cost starts at $55.95 per month, with free shipping, but there is a minimum commitment of two months. This club is ideal for those who want to try a variety of craft beers from local breweries and are willing to commit to a longer subscription.

Brews Less Traveled Beer Club

Brews Less Traveled Beer Club takes you on a virtual road trip across the United States, featuring craft beers from a different under-the-radar city each month. Each box includes eight unique beers from four breweries, along with swag and access to virtual tastings. The cost starts at $69.99 per month with a six-month commitment. This club is perfect for those who want to explore craft beers from different regions and enjoy the interactive virtual experiences.

These are just a few examples of the many beer-of-the-month clubs available. Each club offers a unique selection of beers, so you can choose the one that best suits your preferences and budget.

Frequently asked questions