PRESS RELEASE - The Evolution of Beer Series: Beer is the New Wine

THE EVOLUTION OF BEER SERIES
Artisanal, imported and craft beers are on the rise. The craft brewing industry grew 10% in 2008, while Belgian beer sales were up 32% in the US in 2008. The Zandl Group surveyed our Young Adult Thought Leader Panel on April 14, 2009 to gain their insights on this trend. During the next month we will explore four facets of the craft and artisanal beer movement, starting with this week’s: BEER IS THE NEW WINE. Stop in next week for the second installment!



BEER IS THE NEW WINE
Complex, medium-bodied, nutty and dry with notes of vanilla, wood and earth; language once reserved for wine tastings are now applicable to beer (in this case, Hanssens Oude Kriek lambic). Taking after wine culture, consumers are gaining a “more refined appreciation and respect for beer.” Nearly one in four cite wine as the beverage consumers are trading off to drink beer (“new beer drinkers like to pair with food, treat it more like a good wine and are more likely to imbibe for enjoyment rather than to become inebriated”).

Here’s why:

• Artisanal, Belgian and craft beers have the flavor complexity and nuances that appeal to wine drinkers

• Tasting events, beer sommeliers and bars specializing in beer (e.g. Beer Table in Brooklyn) have elevated beer and educated consumers on varieties, flavor nuances, regional differences (e.g. menus organized by place of origin), brewing techniques and presentation (e.g. glassware, “had a beer last week in a corked, wine-sized bottle with real cherry juice”) – much as they did for wine culture in the past.

• The increased availability of niche beers both on-premise and off-premise allows for constant experimentation. (“When I got to the bar with friends, we're always presented with tons of beer options. There would always be one or two individuals in our group who would always try new beers. I consider them beer connoisseurs. They appreciate beer, are always willing to try new brands, and always provide our group with immediate feedback.”)

• Beer is an affordable luxury – even the most expensive brews (e.g. Chimay at $10 a glass) are accessible in comparison to wines of the same caliber. In today’s frugal times, many connoisseurs are indulging in complex flavors through beer. (“Beer seems to be the new wine, but it is certainly more budget-friendly to be a beer connoisseur than one of wine.”)


ABOUT THE ZANDL GROUP


We are a New York-based market research boutique agency specializing in non-traditional, ethnographic approaches that thoroughly immerse our clients in their consumer’s world.


*ABOUT THE SURVEY AND PANEL


Our online panel of thought leaders consists of keen cultural observers (ages 21-39) who have been hand-recruited and pre-screened to be directional and trend-forward. Their backgrounds are in diverse fields with particular emphasis on academia, the arts, entrepreneurship, blogging, entertainment, retail and technology. This poll is based on 100 responses from Panelists nationwide. The research was conducted on April 14, 2009.


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