Studio Brief 1 - Personalities of different beer drinkers (content)

One study suggests that craft beer drinkers are likely to spend more time thinking about beer than thinking about work. They were often more intellectually curious and open minded than most people. They are also open to new experiences and tend to be less stressed as they feel they have a lower sense of responsibility. The study also found that craft beer drinkers were 153% more likely to always buy organic products, 53% more likely to be a fan of the television show "the office".

People who drank Blue Moon, a popular wheat beer made in a Belgian style, were also likely to have similar personality traits of that of the craft beer drinker.

•   More socially liberal

•   Hated moral authority

•   Were sarcastic and snide when trying to prove a point.

•   105% more likely to drive a hybrid car

•   77% more likely to own an apple mac

•   65% more likely to purchase 5 pairs of shoes or more per year.

•   32% more likely to not be a registered voter.

•   Seen as a 'gateway beer' from mainstream to craft ales.

IPA drinkers: 

•   Feel they have to prove something by drinking IPA

•   Are big fans of hops beers

•   Usually not very experimental when it came to trying other craft ales

Stout beer drinkers:

•   Didn’t want hoppy bitterness to their drinks

•   Preferred complexity and flavorsome beers

•   Adventurous

•   Men who were health conscious.

Types of beer drinkers:

Here are a select few examples taken from an article by Oliver Grey, outlining the most common types of craft beer drinkers. These examples may prove useful when it comes to the design stages of the project, as it will allow the designer to think of ways to present each of these personalities as a different section in the guide.

Critic:

•   Cannot seem to give positive credit to even the best tasting beers

•   Often points out small faults, such as too much hops

•   Most likely tried more beer than the regular beer enthusiasts

•   Is never seen enjoying beer

Old faithful:

•   Religiously drinks the same type of beer until the day they die, or until the brewer closes.

•   Will only seek out an alternative if their favourite isn't there, usually very similar.

•   Usually goes for IPA or modern lager

•   Grumpy when asked to try something else.

The local:

•   Drinks beer brewed locally

•   Up to date on new arrival beers and familiar with local seasoned beers

•   Isn’t afraid to pay for expensive local beer

The Clueless one:

•   Tries to fit in with people familiar with craft ale 

•   Unfamiliar with tastes 

•   Sticks with what they know, often IPA

•   Asks if lager is a pale ale

The Appraiser:

•   Practically loves any type of beer, even if it could potentially cause allergic reactions

•   Likely to be very adventurous, just for the fun of it.

•   Will likely say they enjoy the beer even if it is awful.

Flavour expert:

•   Explains the aromatic smells coming from the freshly poured pints

•   Swills their drink around in their mouth for full flavour effect.

•   Very precisely describes the "subtle hints" and "traces" of flavour

•   Claims to taste things that aren't humanly possible.

The Beer Snob:

•   Can't help but explain why their beer is so much better than yours

•   Only ever drinks beers of a very high percentage.

•   Spends free time harshly reviewing beers on forums and guides 

•   They believe they are doing society a favour, although many people disagree.

The Amateur beginner:

•   Will try their first craft beer and never stop talking about it

•   Overenthusiastic and recommends everyone tries all the beers available

•   Drinks too much out of excitement

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•   Unfamiliar with anything above 5% volume