So here are some of the results from my craft beer consumer survey (there were 105 respondents);
95% of respondnets were male, this supported other research that men are the main consumers of craft beer. However, Mintel found that there is a decline in the percentage gap between male and female consumption of beer, showing women are drinking more beer.
57% of respondents were 25-34 years old. Two other Irish reports showed craft beer consumers are most likely to be between 25-40 years old.
85% of the respondents were in full time employment. Only 4% were seeking employment. And 74% of respondents had achieved a Bachelors Degree or higher. Last month, Duelly posted similar results, 80% of the respondents to his survey had achieved a Bachelors Degree or higher
(link to his results: <!-- l --><a class="postlink-local" href="
www.beoir.org/community/viewtopic.php?f=...lit=bord+bia#p107517">viewtopic.php?f=32&t=9909&p=107517&hilit=bord+bia#p107517 )
CSO figures show only 43 per cent of people aged 20 to 39 posses a third level qualification showing craft beer consumers are well educated.
A broad range of salaries were reported through the survey, averaging the national average of €35,984. Duelly reported the same results. This contradicts an American study that suggests craft beer consumers earn higher than average incomes.
63% of the respondents drink craft beer more than once a week. In addition 80% of the respondents were long term craft beer drinkers, drinkeing craft beer for more than a few years.
IPA was the most preferred style among the respondents, followed by Pale Ale and Stout. Lager, Pilsner and Porter were the least preferred. A corresponding survey showed that IPA is only the forth most produced beer by Irish brewers, while Pale Ale, Red Ale and Stout were most frequently produced.
While 93% of consumers belived it is important to support Irish craft brewers, only 44% agreed that they prefer to buy Irish craft beer, showing consumers will not buy craft beer for it's Irish origin alone.
While 74% of respondents agreed that the government should legislate for a definition for craft beer, many good points were made as to why legislation is not a good idea.
This is a brief synopsis of the consumer survey. If anybody would like a copy of the thesis, PM me your email address. It has further results on another survey and several interviews.
Thanks again to everybody who participated
