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Business & Marketing · Featured

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

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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