Craft Beer Soaring to New Heights in the U.S.
Craft beer is the fastest growing alcohol beverage segment in the United States. Over the past five years the craft beer industry has experienced 18.8% annual revenue growth with five billion dollars in revenue coming in 2015.
Consumption of mainstream light beer is declining as taste preferences shift towards craft beer styles. Overwhelming consumer demand for a variety of great craft brews has led to a significant increase in microbreweries and brewpubs. We have gone from having less than 2,000 craft breweries in 2010 to over 4,000, and the most in U.S. history, in 2016.
While craft beer is heading towards a very saturated market, the consumer demand is going to remain robust. Making great beer is going to be only one piece to the puzzle for microbreweries and brewpubs moving forward. It is going to take strong social media marketing and proper branding to stand out in crowded markets.
Activ8Media believes that branding is critical for any business, it is important for craft breweries to create labels and branding packages that will draw attention on packed beer shelves and get more interaction on social media. Popular social media platforms for craft beer are Facebook, Twitter, Instagram, and Untappd. Many take to Instagram to show off unique beer labels, where there are over six million posts with the hashtag “craftbeer”.
It is also imperative that craft brewers use social media to develop connections with their customers. Untappd, the top social media network for beer, allows users to “check in” every time they drink a beer and share their location, post a beer rating, show a picture of the beer and leave a comment. Brewers themselves can also “claim” their brewery on Untappd, where they can interact and build relationships with consumers and see all the data on their brews.
We are headed towards a very crowded craft beer market. A great beer with a label to match it, combined with a strong social media presence, will help craft brewers shine in the new golden age of craft beer in the United States.
Activ8Media is an industry-leading digital marketing agency specializing in brand activation, sports marketing, UFC advertising and social media for businesses, athletes and entertainers.