BMTC18: Welcome from Julia Herz of the Brewers Association
Julia provides a high-energy, fact-intensive overview of the current state of the beer industry with a specific focus on marketing and tourism. Not to be missed.
| @HerzMuses | @brewersassoc 1 Brewers Association Boulder, Colorado 2 Why? • Beer can be brewed ANYWHERE!! It’s LOCAL. • Beer can be brewed ANYTIME. Year round. • In Bev Alcohol Beer is top affordable luxury. • A brewery tour is an EXPERIENCE. • Tours let you taste living liquid history at the SOURCE. • Cause for other CAUSES • People and their stories 3 Economic Benefit • Great American Beer Festival • $29.3M impact • Transportation, food and beverages and hotels • Visit Denver-2017 • Oregon Brewers Festival • $19.4 million in direct spending and another $5.7 million in indirect spending. • Eastern Oregon University-2015 4
craft brewers Ways to TOUR • Walk, Bike, Boat, Train, Car … Stories • Haunted, Famous, F2T, Veteran, Church, Schoolhouse … 5 How Craft Brewers Are Helping Revive Local Economies (On-line) Craft Brewers Give New Life To Cities Across U.S. (Print) 2/27/18 New York Times VT MT OR ME CO WY WA NH AK ID NM WI MI MN IADE IN NE PA NC SD CA VA MA CT OH IL DC NY MO ND HIKS RI AZ TN NV MD KY UT WV SC FL AR NJ TX AL GA OK LA MS 0 2 4 6 8 10 12 14 16 18 0 10 20 30 40 50 TTB Brewers Permits per 100,000 21+ adults (2016 pop) 6/30/2017 6/30/2016 2013 Sources: TTB, US Census Bureau, and Brewers Association U.S. Beer Market 8
Bonded U.S. Wineries, 1993-2017 Dissecting Craft Data • On vs off premise – different animals • Hundreds if not thousands of breweries often not included in ‘craft’ sales. • Craft does not mean same craft to everyone. Qualify. • Scan data for your region – UPC code is a snapshot. Who is the Beer Lover? • Beer Beginner, Beer Enthusiast, Beer Geek • Male / Female • Young / Mature • Dedicated beer / Cross Drinker Beer and Tourism 19
¾+ of 1,003 said they would like to go on a trip where they visited craft breweries and sampled local beer. • 10+million toured craft breweries in 2014. ½+ who toured were from outside the destination. Some Stats To SIP On 24
30.0% 40.0% 50.0% 60.0% 0 1 or 2 3 to 5 6 to 9 10+ How many, if any, craft breweries have you visited while traveling in the past 12 months? Source: Nielsen CIP Brewersassociation.org/WorkingGroup Economic Contributions of Craft Brewers *Source: 2016 Brewers Association • $67.8 billion* • Up 21.7% from 2014 • 456,373 jobs (3-tiers) * • Up 7.5% from 2014 • 129,000 Full/Part time (direct) Brewersassociation.org/WorkingGroup
45 34 23 71 53 34 25 0 20 40 60 80 Craft Beer Wine Spirits Nielsen Surveys: Sum of very/somewhat important Total 21+ 21-34 Source: Nielsen Quick Query Omnibus Survey, 12-17, 2015. (Base: LDA consumers who drink at least several times per year) Brewery Tap Rooms 30 Brewersassociation.org/WorkingGroup Sales Channels ALL Beer ON-PREMISES 30% 18% OFF-PREMISES 60% 82% AT THE BREWERY 10% <1% Source: 2017 Brewer Association A New Sales Channel Q: As you have visited a Brewpub/Taproom or Brewery in the last 3 months, did that visit replace a visit to a bar or other on-premise establishment? (If you visited multiple breweries, please select the option that is most typical)
Rooms drive beer lover interest – HALO for brands. • Tasting Rooms are sourcing NEW beer sales that did not exist before. • At the source is great bet for beer experience • Glassware, beer clean glass, fresh beer, clean draught lines and informed servers After your visit(s) to a craft brewery, which of the following describe how, if at all, your purchasing habits of that craft brewer’s products changed? 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% Daily More than Weekly Weekly More than Monthly Monthly A few Times a Year Purchased a little or a lot more of that craft brewers products 34 The Importance of Guilds