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Beer and the Big Game

AcxiomJanuary 29, 2018

According to the Daily Meal, Super Bowl Sunday is the second biggest day in American food consumption behind Thanksgiving. During this event, people consume 28 million pounds of chips, 1.25 billion chicken wings, 8 million pounds of guacamole, and 50 million cases of beer – roughly 225 million gallons! The Super Bowl Beer Report notes that Bud Light was the highest selling beer (as it is overall) but that sales in the craft beer category, India Pale Ale (IPA), jumped 15.8 percent between Super Bowls 50 and 51.

The craft beer culture has certainly reshaped the beer landscape in recent years. Craft beers have not only spurred beer production volume and sales, but it has changed how people examine their options when it comes to choosing a cold mug of suds.

Not surprisingly, the beer industry has been long dominated by big name manufacturers and distributors that produce more than 6,000,000 barrels per year. But modestly‑sized craft beer companies are speckling the U.S. with brews made with innovative techniques and non‑traditional flavorings that not only provide beer drinkers with expanded options for their palates, but increased competition within and overall growth of the lucrative beer industry. Brewing techniques from smaller manufacturers and personalized approaches to selling their products have been impactful, creating more relevant and customized experiences to be enjoyed, and setting a new bar for what to expect from a brew.

We conducted research to understand the contemporary economics of beer in order to appreciate the impact of the craft segment on the brew industry. Along the way, we did a deep dive into Acxiom data to gain some general insights about craft beer drinkers. We found that there are certain characteristics that distinguish some craft beer drinkers from others – mainly, their lifestyle. Click here to view the infographic and learn more. Cheers!