Meet the craft beer shopper

  • Graphic of craft beer shoppers

    Millennials make up the largest group of craft beer consumers.

Female character

Females buy the most. 

Using shopper loyalty card data from six Midwestern states, Dr. Marcel Zondag, assistant professor of marketing, teamed up with Dr. Bart Watson, chief economist for the Brewers Association, to identify the typical craft beer shopper. The goal was to help brands develop a shopper-focused product, marketing, and distribution strategy in the increasingly competitive industry. The report cites that “craft beer's rising popularity led to increased off-premise sales as consumers looked to enjoy craft beer outside of on-premise occasions.”

And while many people love craft beer, whether at home or in their favorite pub, it is this shopper who spends the most time and energy on purchasing it.

Refrigerator of beer

Beer should be cold!

  • 70% of off-premise craft shoppers are female.
  • 2 of 3 craft beer shoppers live in two-person households. 
  • 83% of craft shoppers are white.
  • 73% of craft shoppers are married. 
  • Millennials make up the largest group of craft beer consumers.
  • 60% of craft beer shoppers earn more than $50,000 a year. 
  • 31% of shoppers who buy craft beer do not consume it personally.
  • 77% of consumers said that it was at least somewhat important that craft beer in a store is cold. 
  • Only 15% of our respondents find shopping for craft beer overwhelming, and 65% enjoy the experience.
  • Dollar bills

    Shoppers are willing to pay more.

    60% of shoppers stay within a small group of craft beers they buy most of the time. Driven by a particular experience with a particular craft beer, 76% will repeat buy it. 
  • 81% will gladly try and discover new craft beers.
  • 85% of shoppers agree that quality is more important than quantity when drinking craft beer. 
    74% of shoppers claim that they do not mind paying more for craft beer, although 67% of shoppers also agree that you can buy craft beer without spending a whole lot of money.

You can read the full report from Zondag and Watson at