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Contrary to reports which saw locked down US beer fans opting for core brands and less expensive offerings, a recent UK study suggests the opposite.
The series of reports focused on tracking the behavior of beer consumers in the United Kingdom, a collaboration between Brew/LDN and KAM Media, has found that beer drinkers are more open to trying new and different beers than ever, with 91% having tried a beer that they’d never consumed before in the last two months alone.
Having canvassed more than 800 craft and UK beer consumers in October, the study identified changes in beer drinking behavior bought on by the country’s first lockdown in March seem to be continuing.
And while some surveys in the US found locked down consumers opting for mainstream beer brands, UK beer lovers have been exploring new tastes with 57% of respondents saying they are now more interested in searching out unique beers than they were before the lockdown and 47% of those surveyed seeking out premium options.
British fans are continuing to explore new brands as well and actively seeking out local and independent beers.
The first lockdown saw a surge in support for local taprooms and breweries. 79% of respondents said they were increasingly interested in supporting local breweries,” according to Beer Today, “and 31% purchased more direct from physical breweries and taprooms during lockdown.
This trend in particular seems be sticking, with 54% of beer consumers having purchased from a taproom or brewery in the last two months.
Daniel Rowntree, founder of Brew/LDN, explained the study’s latest finding’s…
“Without a doubt, 2020 has given the beer enthusiast an opportunity to take stock and evaluate their traditional, ingrained behaviors. The first lockdown sparked an interest in beer enthusiasts wanting to search out unique and interesting beers, and to support local breweries. This latest research suggests that the thirst for ‘something different’ isn’t going away any time soon!”
Katy Moses, managing director of KAM Media, added “This new breed of beer enthusiast is definitely one to watch. They are more curious and adventurous when it comes to how they interact with the category. Their habits changed fairly drastically in the first lockdown, and this latest research shows some of those habits are here to stay.”
The study did find that a much higher proportion of beer fans are now drinking nearly daily, compared with pre-March lockdown when only 5% said they drank more than six days a week, compared to 16% during the UK’s first lockdown.
A full report can be viewed at brewldn.com/tradeinfo
