With warmer weather and the world’s biggest beer festival fast approaching, today on the blog we’re talking all things beer. Specifically craft beer, which has been enjoying a rapid rise in popularity across Australia. Along with it, has been an increase in events for beer lovers to cater.
Everything from multi-day beer festivals and popular Oktoberfest celebrations, to the quirkier Beer & Yoga and Craft Beer Fight Club, venues and organisers are creating new and unique ways to engage attendees with craft beer. Even networking events are taking place in breweries to engage the craft beer drinking market.
So why should event organisers care about craft beer drinkers? A report for Roy Morgan described craft beer drinkers as “young, cultured, connected, clued in and cashed up”, pointing to the highly social and savvy 25-35 year old demographic driving the local market in Australia. Our own research has confirmed that the craft beer drinking millennial group are increasingly going out more and spending more on events.
Recently, Beer Cartel conducted a survey of over 6,500 Australian craft beer drinkers to reveal new insights on the habits of this young and dynamic demographic. We took a look at the results to determine what event organisers should know:
Attendance at craft beer events
Craft beer drinkers love beer events. In the past year, more than two-thirds (70%) have attended a beer festival or craft beer event.
Disappointment in beer offerings
Are your events disappointing craft beer drinkers? A whopping 88% said they were frustrated by the beer selection at sporting and music events. Many venues are locked into contracts with beverage suppliers, but with tastings and trends evolving, this is now leading to disappointed attendees who may spend more if craft beer options are offered at your event.
Cashed up attendees
The Beer Cartel survey also showed that the average craft beer drinker is male (80%), around 30 – 39 years of age (42%) and cashed up. Their average household income is more than $100K (60%).
Interestingly, this fits a similar profile to our recent research on the ‘hardcore music festival-goer’ — people that attend more than 4+ music festivals a year and a higher proportion of events overall. The hardcore festival fan skews towards 31 year old males, who identify as having more money to spend on events. 45% of this group also attend beer/wine/spirit events, compared to just 17% of casual festival-goers.
With the current trend for high end and ultra-popular restaurants making pop-up appearances at all events (not just food festivals), it makes sense that we will also be seeing a similar trend for craft beer bars and new beverage offerings at events. Especially if it appeals to the 88% of currently disappointed attendees!
