Demographics

Is it true that younger people are drinking less beer? And are there fewer beer drinkers than there used to be? Let’s consider some numbers that might undermine those assumptions.

For the new generation of drinkers, craft beer isn’t anything revolutionary—it was already ubiquitous. But by providing opportunities for memorable experiences, craft brewers can still win over these drinkers.

These demographic insights could help you please the fans you already have—and, potentially, win the ones you don’t have yet.

If constant change is the new normal, brewers must learn to continuously flex and adapt by developing fine-tuned abilities to sense, shape, and respond to each key consumer trend and market development.