Australian urban dwellers are choosing craft beer over regular beer new data compiled by mobile payment app Clipp has revealed.
The analysis was drawn from beer-purchase data over the September and October 2015 period and focused on five beer categories: craft, regular, cider, low-alcohol and special diet. The data was taken from Clipp’s 55,000-strong customer base which spans across 600+ establishments Australia-wide.
The data revealed that urban areas led the craft beer charge with craft beer accounting for 45 per cent of all purchases nationally, with regular beer coming in second at 40 per cent. Melbourne had the highest percentage of craft beer purchases (55 per cent) against just 34 per cent of regular beer purchases. Perth comes in second, with 48 per cent of craft purchases and regular beer at 35 per cent, and Sydney third with 46 per cent of craft beer purchases and regular beer at 39 per cent.
In contrast, Brisbane and the Gold Coast, Adelaide and Darwin perferred regular beer, with this category accounting for 59 per cent, 63 per cent and 65 per cent of all beer purchases respectively.
“With the variety of beers on offer at Australian establishments, urban beer lovers now regard beer as an experience – much like they do wine and coffee. People seek to be more adventurous and it’s common now to be offered ‘beer tastings’ at pubs to enable you to choose your preferred beer,” says Greg Taylor, CEO and co-founder of Clipp.
“Beer drinkers also like the idea of supporting a small craft brewery and its story, and they like the personality of the craft brand. As a consequence, their craft beer of choice becomes a talking point among their friends and better enables them to show their own personality. Additionally, I believe people are now eating better and are seeking to drink better.”
It terms of spend volume, the number one craft beer Aussies purchased most is James Squire followed by Stone & Wood, Little Creatures, Feral and then Young Henrys.
“Smaller breweries are catching up to the big players and showing their prevalence in the industry. The craft beer company Young Henrys from Sydney’s Newtown made it into the top 5 list nationally which is a great achievement for a relatively newcomer on the scene,” said Taylor.
The data also found that craft beer consumption is driven mostly by those in their 20s and 30s, with consumption consistently higher the lower the age bracket: 54 per cent of those in their 20s purchased craft beer, compared with 51 per cent of those in their 30s, 42 per cent of 40-somethings, 31 per cent of 50-somethings, and just 15 per cent of those over 60.