PRESS RELEASE - The Evolution of Beer Series: The New Beer Drinker

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. This week’s facet of the craft and artisanal beer movement is: THE NEW BEER DRINKER. Stop in next week for the third installment!

As we explored in the first topic of this series, consumers are beginning to think of beer as a beverage with just as much complexity as wine - 60% of our panel responded that they have noticed a new kind of beer drinker emerge, one who approaches beer more as a connoisseur. The idea that these craft & imported beers contain nuances and flavors which should be savored lends itself to a more thoughtful drinking experience. Unlike typical American lagers, it’s nearly impossible to consume copious amounts of these beverages, and with the higher price-point beer drinkers are more likely to treat these brews with more esteem.

When asked to describe this new beer drinker, our panel was quick to point out the contrast between the “frat boy” image of the formerly-typical American male imbiber and this new Informed Enthusiast (who himself may have evolved out of this frat style).

“This new beer drinker is mostly young men who don’t drink to get drunk but enjoy drinking as a social experience.”

“People are starting to drink beer for the taste and are looking for a variety of tastes to satisfy this desire.”

“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.”

“Beer has been seen more recently as a legitimate alcoholic beverage and not just for college students and sports fans. It has been seen as something with high quality and high skill needed to make it…People are no longer settling for mediocre, watery beer with no flavor.”

“It seems as though more beer specific bars have been popping up. I think people have caught on to the fact that beer is a lot more versatile than expected and not just a drink for watching football and eating BBQ.”

“Men are showing their manly beer side along with their cultural connoisseur side.”

“It’s people who are tired of drinking to get drunk but who still enjoy the taste of beer.”

What Makes Him Tick

Technology
-He’s tech savvy
-Loves his smart phone

Culture
-Culturally curious
-Seeks creative outlets

Entertainment
-Reads the New York Times, New Yorker but also Gawker & Defamer
-Listens to NPR
-Smart humor (e.g. The Office/30 Rock)
-Well-rounded taste in music
-Goes to sporting events, but not a diehard enthusiast
-Watches Food Network, Top Chef

Fashion
-Well groomed
-Adds an urban edge to the traditional J Crew look
-Cares about the fit of his clothes
-A little edgy without being over the top or too trendy

Lifestyle
-Has a well-rounded health & fitness mindset
-Engages in independent fitness activities
-Well traveled
-Goal oriented & career focused
-Interested in pop culture & current events
-Politically engaged
-Green/Eco conscious
-Values quality

Food & Drink
-Checks out new bars & restaurants
-Eats organic as much as possible (or as budget allows)
-Interested in ingredients

Relationships
-Values strong friendships and relationships
-Interested in women who are intellectual equals
-Culturally diverse group of friends

Brands
J Crew, Uniqlo, Trader Joes, Whole Foods, Food Network, Bravo, Apple, ESPN, Prius, Target, Williams Sonoma, Crate & Barrel, Pandora, Last.FM, M.U.G., Thrillist, Facebook

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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