Beer Is No Longer Just Beer

Despite all the improvements that technological and social advances have brought to our lives over the past few decades, some things were easier back in the day: phones were still just phones, there was only a handful of TV channels to choose from and ordering a beer was as simple as saying: “one beer, please”.

These days, when you utter these words in any given bar, don’t be surprised if the barkeeper fires a bunch of questions at you: “Do you want your beer dry hopped or fresh hopped? Hoppy or citrusy? With herbal, tropical or floral notes?” The craft beer boom has undoubtedly brought more variety than ever to U.S. beer shelves, but for the uninitiated, the buzzword heavy brewing revolution has also brought some confusion.

As our chart, based on Harris Poll data published by Nielsen, illustrates, a large percentage of consumers in the U.S. are unaware of many of the craft beer industry’s buzzwords. Describing a beer as hazy, funky or grassy might sound good on paper; it may not be the smartest marketing move however, considering that few people will understand what you’re trying to say. According to Nielsen, craft beer sales in the U.S. have increased by more than 60 percent in the past four years. Craft beer accounts for roughly 14 percent of total beer sales in the United States.