Craft beer drinkers lead healthier lives compared to those who drink normal beer, study reveals


Craft beer connoisseurs are finding a happy medium between living a healthy life, while enjoying the good stuff, according to a recent study.

8 in 10 Americans who drink craft beer at least once a month consider themselves to be health conscious (slightly more than the 76% of average drinkers – those who drink any alcohol at least a few times per year). Nearly three-quarters of craft brew imbibers (73%) consider alcohol to be an indulgence or special treat, compared to two thirds of average drinkers (67%). This is particularly true among younger craft brew indulgers, including 80% of 21-34 year olds and 77% of those 35-44.

Nearly half of all craft beer drinkers (47%) say they only drink alcohol on the weekends, compared to 39% of average drinkers. This is particularly prevalent among Millennial craft beer lovers, with six in 10 (60%) saying they only drink on weekends.

“This presents some interesting challenges to brewers and retailers, but could also represent opportunities,” suggests Danelle Kosmal, Vice President of Nielsen’s Beverage Alcohol Practice. “First, it’s important for brewers to prioritize weekends for their biggest events in-store or at the brew pub and tasting rooms. This is when craft drinkers are thinking most about beer-drinking occasions. However, there also could be new opportunities to engage craft drinkers by creating weekday drinking occasions. Many brewers are already doing this through events like brewery-sponsored yoga or weekly group runs. It is a great way for craft drinkers to stick with their fitness plans, while still engaging in a fun, social activity, and then enjoying a beer with friends who share similar fitness goals and interests.”

These are some of the results of The Harris Poll® of 1,978 U.S. adults aged 21+ (including 1,384 average drinkers and 405 monthly craft brew drinkers) surveyed online between May 24 and 26, 2016.