Craft beer drinkers are more likely to spend time thinking about beer rather than work. They are more open-minded than most people, seek out interesting and varied experiences and are intellectually curious. Craft-beer drinkers also skew as having a lower sense of responsibility; they don't stress about missed deadlines and tend to be happy-go-lucky about life.
Craft-beer lovers are 153% more likely to always buy organic, 52% more likely to be fans of the show "The Office" and 36% more likely to be the ones to choose the movie they are going to see at the theater.
Craft beer consumer stereotype: College-educated, middle-class, middle-aged, suburban, European-American, married men with a bald spot and a beer belly.
Most homebrewers and craft beer lovers have undergone at least some college or university training. Craft beer consumption is easily associated with a degree of perceived sophistication often given to college- and university-educated individuals. In addition, a “thirst for knowledge” is likely to characterize craft beer lovers in their quest for quality beer. Through their appreciation of quality beer, craft beer lovers put forth the sophistication of their palate and knowledge of beer. A craft beer lover knows his beers and is unlikely to resist the temptation of flaunting this knowledge in public.
Craft beer people vary in age. While it is undergoing important changes in this respect, craft beer is usually not seen as a typically “cool” drink by younger people in most parts of the United States and Canada. Anecdotal evidence suggests that the drinking patterns of different generations might cut across distinctions between craft and macro beer yet the craft beer market tends to target middle-aged rather than younger drinkers.
In several parts of the United States and Canada, most craft beer people are of distinctively European origins. Italian cultural identity seems to be less significant in relation to beer and, for the most part, African-Americans and Asian-Americans are conspicuously absent from craft beer culture in Canada.
Not only is the overwhelming majority of craft beer people male but masculinity and even virility are significant aspects of craft beer culture. While many women do drink beer, the association between men and beer is a strong one throughout Canada. None of this is meant to imply that craft beer culture excludes women or that craft beer men hold degrading attitudes toward women. In fact, the craft beer culture is perceived as welcoming and open-minded. Anecdotally, the woman who are big craft beer fans simply don’t talk about it as openly as their male counterparts.
Anyone, irrespective of gender or origins, is encouraged to become a craft beer enthusiast and Peerless Beers customer.