The landscape of craft beer consumption is evolving, and data from the 2023 Direct-to-Consumer Beer Shipping Report sheds light on the pivotal role that demographics play in shaping trends. Craft beer enthusiasts, especially women, younger adults and those with children under 18 in their households, are emerging as key drivers of the desire for direct-to-consumer (DtC) beer shipping. In this CBP exclusive blog post, we delve into the survey findings, exploring the motivations, intentions and potential impacts associated with the increasing demand for DtC beer shipping.

Demographic Insights

Data from the report shows regular craft beer drinkers, particularly women, younger adults (aged 35-44) and individuals with children under 18 in their households, are at the forefront of shaping the evolving trends in the craft beer industry. These demographics form the backbone of the growing desire for DtC shipping.

DtC Beer Shipping Intentions

A notable trend emerges among those aged 35-44 and individuals with children under 18, who express a strong interest in purchasing beer via DtC. Significantly, 72% of those aged 35-44 express a desire to have beer shipped directly to their homes, in contrast to 44% of those aged 55 and older. Similarly, those with children under 18 show a higher inclination (70%) compared to those without (52%).

When it comes to projected spending on DtC beer purchases, younger adults and residents in the Western part of the country stand out. Adults aged 21-34 and those residing in the West are more willing to spend $100 or more per month on DtC beer purchases compared to their counterparts in the South, for example.

Craft Beer DtC Purchasing

Future intentions to purchase craft beer via DtC are particularly high among women, younger adults, individuals in the South and West and those with children under 18. Our survey findings highlight that women are more likely than men to consider purchasing craft beer via DtC, while adults aged 21-44 exhibit a higher likelihood of both considering and strongly considering such purchases.

We believe that these consumers are most interested in the convenience of DtC beer shipping, as their responsibilities and commitments make it a challenge to visit a brewery or specialty beer store as often as they would like.  This insight disproves claims that mothers and families are universally opposed to the idea of shipping alcohol and instead suggests that convenience is a compelling factor in their beer choices.

Impacts for Breweries Offering DtC Shipping

The potential impacts on breweries that embrace DtC shipping are substantial. Women express a strong inclination to purchase more frequently from a brewery that offers DtC options, with additional interest in trying new beers and joining subscription clubs. Similarly, adults aged 21-54, especially those with children under 18, are more likely to exhibit positive behaviors, including increased purchasing frequency, recommending the brewery to others and engaging in social media promotion.

As the craft beer landscape evolves, the demand for DtC beer shipping is unmistakably driven by specific demographics. Breweries stand to gain significantly by aligning their marketing and operational strategies with the preferences of women, younger adults and families with children. The survey findings paint a clear picture of the evolving craft beer market, urging breweries to consider the immense potential and loyalty-building opportunities that come with embracing direct-to-consumer beer shipping.

 

Based in Boulder, Colorado, Alex Koral is Regulatory General Counsel for Sovos ShipCompliant, where he serves as lead legal researcher for beverage alcohol regulation and has become a leading expert on interstate distribution of alcohol. He has spoken on the topic at many industry events including the Craft Beer Professionals Virtual Conferences, Craft Brewers Conference, American Craft Spirits Association Convention, as well as meetings for the National Council of State Liquor Administrators and the National Liquor Law Enforcement Association. Alex has been in the beverage alcohol arena since 2015, after receiving his J.D. from the University of Colorado Law School.