How many craft beer drinkers actually like hoppy beer?
For some, craft beer is synonymous with “hoppy” beer, but it’s far from the most popular style among Americans who drink small-batch brews.
According to a new YouGov survey of craft beer drinkers, 45 percent like hoppy beer — such as India Pale Ales (IPAs) or American Pale Ales (APAs) — compared to 24 percent who say they dislike it. The survey asked respondents about several beer attributes and “clean and crisp” was the clear winner with roughly three-quarters (76%) saying they like the style somewhat or a lot.
Craft beer drinkers also say they like “fruity” (52%), “dark” (50%), “malty” (46%) and “sweet” (46%) types of craft beers.
Roughly two in five (43%) of Americans drink craft beer at least occasionally, while roughly half (53%) say they never drink craft beer. The survey defines craft beer as “beer brewed in smaller quantities by independent brewers.”
The attributes that define a craft beer is the most important factor that people consider when it comes to choosing a beer. More than half say the type of beer matters most (54%), followed by, the brand/brewery (36% of respondents said that’s important), the price (34%), or recommendations and reviews (27%). Other factors craft beer drinkers consider include alcohol percentage (24%), where it’s from (16%) and package design (10%).
Those figures change slightly depending on age group. For instance, Americans aged 21-34 are more likely (30%) to pay attention to alcohol percentage and design of the packaging (15%) compared to the general craft beer drinking population. Those aged 55 and over are more likely (20%) to say the beer’s region is an important factor. The results are interesting to compare to a similar survey YouGov conducted in late 2019 around wine consumption, which found price was by far the biggest factor for wine drinkers when purchasing a bottle of wine.
There’s been some debate on whether drinking beers out of a bottle or can tastes better, and the data shows that a plurality of America’s craft beer drinkers prefer their suds out of a small bottle (34%), compared to a small can (22%). Younger Americans between the ages of 21 and 34 are much more likely (24%) to prefer large cans compared to the general craft-beer drinking population.
Many of these craft beer drinkers prefer getting their ales at beer stores or liquor stores (37%) over a bar or pub (27%) or direct from the brewery (23%).
Meanwhile, according to a YouGov survey conducted in the first weeks of the COVID-19 pandemic, 20 percent of US adults who drink said they had been drinking more than usual over the previous two weeks.
Methodology: Total sample size was 1205 adults over 21, 515 of whom were craft beer drinkers Fieldwork was undertaken between 11th - 12th May 2020. The survey was carried out online. The figures have been weighted and are representative of all US adults over 21.
Image: Getty