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
• Unfamiliar
with anything above 5% volume
