Among the findings? IPAs are hot, hot, hot—with 34% of drinking-aged millennials saying they are more likely to drink IPAs than they were five years ago. They’ve also discovered that Americans are buying craft and buying local in the current environment.
The results are from an ENGINE Insights CARAVAN® survey conducted online in May 2020 among a demographically representative sample of 941 U.S. adults, aged 21 and older. A supplemental survey was also conducted in May 2020 among a demographically representative sample of 934 U.S. adults, aged 21 and older.
Some of the key findings, include:
- Nearly one quarter (21%) of Americans who are 21+ say they are more likely to drink IPAs than they were five years ago. This is even more likely for millennials, of which 34% say they are more likely to drink IPAs.
- Almost half (46%) of Americans who are 21+ say it’s at least somewhat important for them to buy from their local or regional breweries, compared to a year ago
Again, this is most important for millennials, with 61% saying this is at least somewhat important.
- 41% of American beer drinkers who are 21+ say classic, craft brands and styles of beer are what they are most likely to stock up on compared with seasonals (20%), inexpensive but convenient beers (16%), and lesser-known unique beers (14%).
- 42% of Americans (and 46% of millennials) say that knowing a company is employee-owned makes them more likely to buy from them.
- When it comes to styles of IPAs, 66% of Americans who drink IPAs say they prefer balanced or light, sessionable IPAs – more than any other style. 14% prefer extra hoppy, non-bitter IPAs, while only 20% prefer extra hoppy, bitter IPAs.
- Nearly one-third of Americans say they are most likely to drink beer during the following at-home activities: while celebrating birthdays or anniversaries (32%), spending time outdoors (36%), and while watching TV or a movie (31%).