The Craft Beer Phenomenon

The Craft Beer Phenomenon

Published: October 2013
Publisher: Canadean Ltd
Product ref: 193674
Pages: 58
Format: PDF
Delivery: By product vendor

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Product Synopsis
This report provides an overview of the market for “craft beer” and the drivers behind the growth in the category.

Introduction and Landscape
Why was the report written?
Despite all of the hype surrounding the success of craft beer, there is a lack of consensus as to what “craft” beer actually is.

What is the current market landscape and what is changing?
Currently “craft” beers are undergoing an unprecedented period of growth. The category has prospered during the economic downturn as consumers seek better quality products – “more bang for their buck”.

What are the key drivers behind recent market changes?
The four main drivers behind the growth of “craft” beers are quality; heritage; differentiation; and an anti-corporatist stance.

What makes this report unique and essential to read?
This report uses a wider definition of “craft beer” that encompasses speciality beers and brands produced by larger brewers and builds upon Canadean’s granular data researched by “on-the-ground” analysts.

Key Features and Benefits
This report provides readers with an excellent way of gaining an understanding of the dynamics and structure of the wider “craft beer” category worldwide. Data includes volumes from 2008 to 2012 plus provisional data for 2013.

This report uses a wider definition of “craft beer” that includes historical speciality beers as well as brands produced by larger brewers

This report provides data and analysis of the performance of brands in the wider “craft beer” category.

This report profiles the “craft beer” strategies of the five leading global brewing groups

Key Market Issues
Canadean believes that a better definition of “craft” beer would be: Premium and Super premium priced speciality beers – excluding flavored beers, super-strength lagers and Stout.

“Craft” beers are part of a much wider societal trend towards authenticity and localism and away from processed foods. This is manifested in the growth of artisan cheeses; handmade chocolates; home baking and farmers’ markets.

By definition “craft” tends to form a relatively small part of most global brewers business. However it is extremely profitable and, as the success of a brand like Blue Moon has shown, can provide much needed growth in otherwise static or declining mature markets.

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