2016 AUSTRALIAN CRAFT BEER SURVEY

Research to Better Understand the Australian Craft Beer Landscape

Foreword7 years ago we (the Founders of Beer Cartel, Richard Kelsey & Geoff Huens), were working in market research dreaming of craft beer. Back then the Australian market was in its absolute infancy. We were just starting our monthly beer subscription, operating out of a tiny Kennards storage shed, with a very limited range to choose from.

Fast forward to today and we now stock over 1,000 craft beers in store and online. The market in Australia is exploding. We are hugely passionate about the craft beer industry and see this research as an opportunity to use our skills from a previous working life for the benefit of the industry.

The report that follows is the most robust, publicly available survey that has ever been undertaken for the Australian craft beer market. In total over 6,500 Australian craft beer drinkers took part in the survey. This report summarises their responses.

Summary of Key Findings

• Feral Brewing is Australia’s best craft brewery• 3 of Australia’s top 10 breweries are less than two years old • Victoria is Australia’s best state for craft beer• Pale Ale is Australia’s most consumed craft beer style

Australian craft beer drinkers:• Are frustrated by the beer selection at sporting and music

events• Believe the Government should do more to support the craft

beer industry• Are drinking less but better quality than they used to

Feral Brewing is Australia’s best craft brewery, with newcomer Pirate Life second

Three of the top ten craft breweries have been around less than 2 years; Pirate Life, Balter & Modus

Pale Ale is Australia’s most consumed craft beer style, with India Pale Ales (IPAs) also widely enjoyed

Australian’s enjoy a wide variety of beer styles with ales more popular than lagers/pilsners

While Pale Ale is the most consumed style in Australia, more consider IPA their “favourite”

Victoria leads the way, taking the title of best Australian state for craft beer

Victoria’s dominance as the best Australian state for craft beer is clear, voted by half of all respondents

Australian’s are highly loyal; considering themselves the best beer producing nation in the world

In addition to Australia, a large number consider the USA, Belgium and Germany excellent beer producers

The Australian craft beer drinker is typically male, aged 30-39 and based on Australia’s Eastern Seaboard

Most are frustrated with the beer selection at events, and think the government should assist craft breweries

Craft beer drinkers actively search for craft beer when travelling and eating out

Craft beer is changing beer consumption habits, with most saying they now drink less but better quality

While the use of cans in the Australian craft beer industry is growing, most believe bottles are better

A large proportion of craft beer drinkers visit liquor stores, craft beer bars and breweries on a regular basis

Craft beer drinkers are spending on average $56 a week on beer

For those that drink craft beer it is widely preferred over the alternatives; mainstream beer and homebrew

Craft beer drinkers enjoy a range of other alcoholic beverages, with wine/champagne widely enjoyed

Most craft drinkers have been to a beer festival, dinner or tap takeover in the last year

Following Victoria being voted Australia’s favourite craft beer state, Melbourne is Australia’s favourite craft beer week

Melbourne’s Good Beer Week and Sydney Craft Beer Week are the most widely attended craft beer weeks

By usage The Crafty Pint is Australia’s favourite craft beer news website

Almost half of all craft beer drinkers visit The Crafty Pint for beer news

Over a third of craft beer drinkers use beer apps, with Untappd and Now Tapped the most used

Australia’s favourite beer blog is The Beer Pilgrim, with Radio Brews News the leading podcast

At present most blogs and podcasts are relatively niche, with The Beer Pilgrim leading the way

THANKS TO ALL THOSE WHO SUPPORTED THE SURVEY

2016 AUSTRALIAN CRAFT BEER SURVEY www.BeerCartel.com.au

About Beer Cartel

Beer Cartel is Australia’s leading craft beer retailer, stocking over 1,000 craft beers from Australia and overseas. Purchases can be made through the Beer Cartel website (www.beercartel.com.au) and its’ Sydney store.

Media Contact:Richard KelseyPhone: 0405 251 864Email: richard@beercartel.com.auWebsite: www.beercartel.com.au

Please feel free to share any of the charts in this presentation. Each is downloadable, by clicking on the chart. We simply ask that a link to Beer Cartel www.beercartel.com.au is included.