The numbers show that buzz around craft beer (and beer in general) is decreasing, and it’s time for industry insiders to find ways to appeal to a new set of health- and sobriety-conscious customers.
People are drinking less alcohol—more specifically, less craft beer.
Health and wellness trends, a variety of cleaner diets, and a collective move toward sober living has taken the spotlight away from these beverages, leaving craft brews in the lurch and in need of a refresh.
According to consumer analytics platform Social Standards’ “Craft Beer Market Insights Brief 2019,” consumer conversations on craft beer have dropped 16 percent since 2017. Social Standards uncovered this percentage after analyzing 75 million public consumer posts on social media, gauging consumer interest and opinion centering around the current state of craft beer, health and wellness trends impacting the market, styles of craft beer currently growing in popularity, opportunities around flavor and packaging, and industry influencers.
The recent data isn’t all doom and gloom for breweries and others with interests in craft beer. This summer, total U.S. beer sales in billions spiked 4 percentage points, with craft beer outperforming the category with a 5 percent increase. Plus, as a boon for breweries, interest in on-premises drinking options is expanding. Customers are talking about on-tap beers at least 25 percent more YoY, and discussions about draught beers are up by close to 50 percent YoY.
But there’s still room for worry in the beer segment of the beverage industry.