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Beer Insight | Loyalty

Cindy Hoffmann

Global Account Director

Kantar Group

Cindy.Hoffmann@kantar.com

 

 

Craft drinkers

pick variety

over loyalty

 

There is a difference between how the mass beer and craft customers shop. A Bud drinker, for example, is typically loyal to Bud and not too interested in being offered other options. That person wants to pick up the beer and get on with his shopping. It is fine to merchandise beer in cases to this shopper because that meets his need. In contrast, the craft drinker, by definition, likes variety, likes to try new things. It’s harder to build loyalty. To that craft drinker, craft is about what he or she believes it to be. It’s not about who owns the brand. The craft beer could be brewed down the street for limited distribution. Or it could be available in many countries.