The 2019 Australian Craft Beer Survey by Beer Cartel is the largest study of Australian craft beer drinking trends. It follows on from the 2016, 2017 and 2018 versions of the same study.
This year's survey received widespread support across the industry. In total over 23,000 Australian craft beer drinkers took part, an increase of 5,000 from 18,000 in 2018.
Craft beer is the only segment of the Australian beer market which is in continuous growth, with overall consumption of beer and alcohol in decline. The data that follows provides an extremely accurate picture of this growing part of the market.
Key findings from the research include:
1. Balter has been voted Australia's best craft brewery. For a second year in a row, consumers have chosen Balter as Australia's best, followed by Bentspoke and Stone & Wood.
2. Preference for cans has overtaken bottles for the first time. Overall preference for cans has grown 8 percentage points to 38%, while preference for bottles has decreased significantly to 27%. This reflects the changing landscape of vessels in Australia where the majority of craft brewers now sell beer in cans.
3. Awareness of the Independent Brewers Association (IBA) seal of independence has grown steadily. Up from 33% in 2018 to 41% in 2019. Among those aware, 58% say the seal has had a medium to large impact on their beer purchasing behaviour.
4. Core range beers account for the majority of purchases. Whilst past research indicated a large proportion of consumers are regularly drinking beers they’re never previously tried, the frequency of purchase of core range beers compared to new/limited release beers overall is much higher. Similarly core range beers are purchased in greater quantities, being mainly bought by the 4/6 pack and case compared to new/limited release beers that are mainly purchased by the single or 4/6 pack.
5. More craft beer drinkers prefer larger packaging options. Consumers were asked for the preference between 4 and 6 packs, as well as cases of 16 and 24. Overall preference was for 6 packs (68%) and cases of 24 (54%) compared to their smaller alternative; 4 packs (38%) and cases of 16 (42%).
6. Most are positive towards the direction craft beer is heading and are excited by the opportunity to try different beers. Despite this a large proportion (76%) believe support of a breweries core range is important for its survival.
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