Share of weekly craft beer drinkers in the United States in 2015, by generation

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Generation Share of drinkers
Millennials57%
Generation Xers24%
Boomers17%
Matures2%

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This statistic depicts the share of weekly craft beer drinkers in the United States in 2015, by generation. In that year, 57 percent of Millennials drank craft beer every week in the United States.
Craft Beer in the United States

Craft beer is paving the way for a new crop of beer makers! While the 1990's and early 2000's saw a big rise in brew pubs, the trend today leans more toward microbreweries that aim to distribute their product. Over the last couple of years, the number of new brewery openings has been at near unprecedented levels; the highest total since the 1880's. And every year, hundreds more are opening. In 2016, the craft brewing industry provided more than 128 thousand jobs across the country.

The innovative nature of these craft brewers has driven the market. Many customers have grown tired of light lagers, which is what fueled the craft movement. The concept that every brewer is brewing something new and original has carved a lucrative niche into a once thought-to-be cornered market.

Craft breweries have a few things working in their favor, perhaps the most important of which is a customer base that's culturally diverse. Brewers will also focus their marketing efforts on capturing the expanding consumer base represented by female consumers. Craft beer lovers also tend to stay abreast of local trends in the market and are generally eager to try something new. If they like what they taste, they quickly spread the word, meaning hometown customers can quickly become evangelists for a brewery's product as they visit and move to different cities.
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Release date
August 2016
Region
United States
Survey time period
2015
Number of respondents
>10,000
Age group
21 years and older
Special properties
U.S. consumers*
Supplementary notes
* The 2015 U.S. Yankelovich MONITOR survey was conducted nationally and was ethnically representative

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