Despite the UK's craft beer industry experiencing a boom, a new research has identified a substantial barrier to entry for many consumers, with a notable 55 per cent of Brits admitting that they have never tried a craft beer, a figure that escalates to almost two-thirds (61%) among those over 55 and over two-thirds (66%) in Wales.
The research by supermarket group Asda has also revealed that nearly half (49%) of British consumers don't understand the difference between craft beer and 'regular' beer, with a striking 60 per cent believing that craft beer is simply a standard brew with a 'fancy label'.
Perceived expense is also a significant hurdle, with one in ten Brits believing craft beers are simply too costly. Furthermore, a fifth (22%) of consumers mistakenly think that IPA stands for 'Independent Pale Ale', highlighting a fundamental lack of understanding about popular craft beer styles.
For clarity, IPA stands for India Pale Ale. This style of beer is characterised by its typically higher hop content, which historically helped preserve the beer during long sea voyages from Britain to India. Today, IPAs are a popular craft beer style with various sub-styles, each offering unique flavour profiles.
For independent stores looking to grow their beer sales and differentiate their offering, these insights underscore the potential rewards of demystifying the craft beer category for their customers. By offering accessible options and perhaps even providing simple in-store guidance or promotions, independent retailers can tap into the vast number of consumers who are curious but hesitant to explore craft beer.
With Father's Day coinciding with National Beer Day on Sunday, 15th June, there's a prime opportunity for independent retailers to highlight craft beer as a special gift or celebratory tipple.
