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Is more craft beer sold on-premise or off? Technomic relays the answer

August 12, 2014Chris Crowell

beer sales stats
Will your beer sell better in a restaurant or at retail? Technomic claims to have the answer.

Craft beer and hard cider are on the fast track in restaurants and bars today, but Technomic‘s On-Premise Craft Beer & Cider study reveals that all is not as it seems with these trending beverages.

Technomic provides comprehensive global information, analysis and insights to food industry executives through high-quality, fact-based consulting, market research, online databases, tracking services and industry events. This particular multifaceted research project tracks ongoing growth for craft beer in restaurants and bars, identifies leading brands by region and dives into cider’s evolution. The study also busts some myths and clarifies several misconceptions, such as:

  • More craft beer and cider is purchased at retail than in restaurants and bars. Technomic’s research shows that 55 percent of  craft beer volume in 2013 was sold on-premise and 45 percent was sold off-premise.“While one-quarter of total beer volume occurs in the on-premise channel, the portion of craft beer sold through restaurants and bars is notably higher,” the research stated.
  • Only women drink cider. Technomic research shows the numbers are essentially even.
  • Hispanic consumers don’t drink craft beer. Technomic said the reality is that hispanics lead the way when it comes to consumers who purchase craft beer away from home once a week or more and have four or more drinks per visit.
  • Cider consumers are primarily switching from white wine.

Technomic’s 2014 On-Premise Craft Beer & Cider study provides a unique, clear picture of the consumer, brand and on-premise dynamics at play. Other key topics covered in the study include: how consumers define craft beer; national on-premise leading craft beer and cider brands;  regional craft beer leaders’ performance and menu penetration, the role of menus, samples, tap handles, glassware and more; and opportunities and challenges around selection, menus, training and profitability. Be sure to visit the Technomic site for more information on this research.

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Reader Interactions

Comments

  1. JeremyHicks15 says

    August 15, 2014 at 11:11 am

    RT @CraftBrewingBiz: Is more craft beer sold on-premise or off? @Technomic relays that answer and more: http://t.co/hFY4Sv9OOw

    Log in to Reply
  2. Jordan Wangler says

    August 14, 2014 at 8:07 pm

    Jordan Wangler liked this on Facebook.

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  3. Mr. Brew Review says

    August 14, 2014 at 8:07 pm

    Mr. Brew Review liked this on Facebook.

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  4. APGkelley says

    August 14, 2014 at 6:48 pm

    RT @davidhenkes: Thx for linking RT @OffPremiseBeer: 55% of #CraftBeer volume in 2013 was sold on-premise; 45% was sold off-premise. http:/…

    Log in to Reply
  5. davidhenkes says

    August 14, 2014 at 6:47 pm

    Thx for linking RT @OffPremiseBeer: 55% of #CraftBeer volume in 2013 was sold on-premise; 45% was sold off-premise. http://t.co/VLWnvThjgy

    Log in to Reply
  6. OffPremiseBeer says

    August 14, 2014 at 5:19 pm

    55% of #CraftBeer volume in 2013 was sold on-premise; 45% was sold off-premise. http://t.co/DelCJDRFBa

    Log in to Reply
  7. DenverBeerGuy says

    August 14, 2014 at 3:23 pm

    RT @KegOutlet: Is more craft beer sold on-premise or off? Here’s the answer http://t.co/uCctcqNdl6

    I’m sure it depends on the brewery. MY …

    Log in to Reply
  8. KegOutlet says

    August 14, 2014 at 3:17 pm

    Is more craft beer sold on-premise or off? Here’s the answer http://t.co/uCctcqNdl6

    I’m sure it depends on the brewery. MY GUESS… OFF.

    Log in to Reply
  9. BeerLawCenter says

    August 14, 2014 at 8:05 am

    Would love to get the details on this report >> Is more craft beer sold on-premise or off? http://t.co/Zo7S1LNC9E @CraftBrewingBiz

    Log in to Reply
  10. DenverBeerGuy says

    August 13, 2014 at 11:34 pm

    RT @mrbrewreview: Is more craft beer sold on-premise or off? Technomic relays the answer http://t.co/KHAQhdUhCL via @craftbrewingbiz

    Log in to Reply
  11. mrbrewreview says

    August 13, 2014 at 11:29 pm

    Is more craft beer sold on-premise or off? Technomic relays the answer http://t.co/KHAQhdUhCL via @craftbrewingbiz

    Log in to Reply
  12. Andy Millet says

    August 13, 2014 at 8:07 pm

    Andy Millet liked this on Facebook.

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  13. DenverBeerGuy says

    August 13, 2014 at 5:21 pm

    RT @CrowdBrewed: Is more craft beer sold on-premise or off? Technomic relays the answer http://t.co/YJuABgj0fZ #craftbeer #beer #sales

    Log in to Reply
  14. CrowdBrewed says

    August 13, 2014 at 5:12 pm

    Is more craft beer sold on-premise or off? Technomic relays the answer http://t.co/YJuABgj0fZ #craftbeer #beer #sales

    Log in to Reply
  15. davidhenkes says

    August 13, 2014 at 12:46 pm

    On-premise – where brands are built… RT @BrewandCovered: Is more craft #beer sold on or off-premise??? http://t.co/VLWnvThjgy

    Log in to Reply
  16. BrewandCovered says

    August 13, 2014 at 8:51 am

    Is more craft beer sold on or off-premise??? http://t.co/kztEjoaMha

    Log in to Reply
  17. Glass Bottle Outlet says

    August 12, 2014 at 11:52 pm

    Glass Bottle Outlet liked this on Facebook.

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  18. Joe Alfeo says

    August 12, 2014 at 7:37 pm

    Joe Alfeo liked this on Facebook.

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  19. Phil Smith says

    August 12, 2014 at 7:37 pm

    Phil Smith liked this on Facebook.

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  20. DenverBeerGuy says

    August 12, 2014 at 3:18 pm

    RT @crsimp01: Is more craft beer sold on-premise or off? Technomic relays the answer http://t.co/9F2haOFmd6 via @craftbrewingbiz

    Log in to Reply
  21. crsimp01 says

    August 12, 2014 at 3:13 pm

    Is more craft beer sold on-premise or off? Technomic relays the answer http://t.co/9F2haOFmd6 via @craftbrewingbiz

    Log in to Reply
  22. DenverBeerGuy says

    August 12, 2014 at 2:35 pm

    RT @CraftBrewingBiz: Is more craft beer sold on-premise or off? @Technomic relays that answer and more: http://t.co/hFY4Sv9OOw

    Log in to Reply

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