



Craft Beer
Report
Buy the Report
Here’s a flavour
of what’s inside...
4 surveys totalling:
7,200 consumers and 40 brewers
Interviews with:
Understanding consumers and growing your brand in an increasingly divergent industry.

We have gathered 400,000 craft beer reviews from across the UK, we will be revealing the top ranked brewers and beers in all styles including the overall Top 10...
Here’s some interesting facts to whet your whistle...
The craft drinkers
41%
Enthusiasts
46%
Regulars
13%
Sporadic
The craft brewers
3%
Active
Investor
3%
Other
63%
Owner(s)
11%
Master Brewer
20%
Senior
Manager
What is
craft beer?

Because the word ‘craft’ is neither legally defined nor protected, large organisations are free to exploit the movement by concealing their mainstream beers or outright purchasing smaller breweries. As mainstream beer brands own 90% of the market along with more money and resources, there is little that can be done to stop this. The result is an increasingly saturated market where no one really understands what ‘craft’ is.
When speaking with industry experts it’s clear that defining the industry itself seems to be an impossible task. In this section, we cut through the noise of the mainstream and explore how the brewer’s and consumers’ views of what makes a ‘craft beer’ differ. Then we will synthesize the findings to make a concise explanation of what exactly craft beer is. We will end by giving you actionable recommendations on how to make your brand more appealing to the consumer.
How consumers define ‘craft’
Over 40% of consumers rank attributes like independence, creative flavours and everything made in their brewery, as the most important attributes of a truly craft brand.
This latter attribute might pose an issue for many craft brewers as many report contract brewing “at least 40% of our beer”. If this disparity was known to consumers they may be less inclined to view your brand as craft. However, it’s not all doom and gloom if your brand doesn’t meet all of the top attributes.
Craft is “independence and internal brewing”

Use it to your advantage |
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Lean into your independence, let consumers know you’re running the show. |
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For any beers you internally brew, use this to your advantage and visually promote this fact on the beer. |
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Describe the flavour notes on your packaging and prime consumers to experience the beer in its fullest effect. |
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Engrain these attributes into the core of your product communications. This will only help your product resonate even more with consumers. |


Click here to see a pubcos reaction...