EGC Group Infographic Series Percentage by Volume The EGC Group Research Team gathered hundreds of relevant data points and translated them into a brewing industry overview that can be absorbed in just minutes. Whether you’re in the Craft Brewing Industry or just craft-curious, this helpful infographic will quickly educate you on THE STATE OF THE BREW. Who's drinking beer? OR MI NY STATES WITH THE MOST NUMBER OF BREWERIES Indie Craft Brands 11.7% Imported Brands 15% $18 Billion 2013 2014 2015 2016 2017 2018 2019 2020 FASTEST GROWING AB INBEV MILLER-COORS PABST BREWING CAUCASIAN TOTAL U.S. BEER INDUSTRY GENERATES D G YUENGLING 75% 25% Projected Indie Brand Share $100 BILLION CRAFT 90 % 6.3% DOMESTIC CONSUMER PA Projected Craft Segment Sales $11 Billion IMPORTS Because there’s a lot of it KNOW YOUR Craft Segment Sales CO COMPETITION Map visually depicts the U.S. beer industry by market share (percentage of the market that each segment controls by volume). 286 WI KNOW YOUR CA WA HEINEKEN USA DIAGEO GUINNESS MARKET SHARE CROWN IMPORTS KNOW YOUR CRAFT BRANDS Only half are indie craft beers VICTORIA • CROWN IMPORTS #1 SHOCK TOP • AB INBEV BUD LIME • AB INBEV DALES PALE ALE • OSKAR BLUES 43% 409 METROPOLITAN Craft Breweries Opening 1,254 Craft Breweries In-Planning 43 Breweries Projected to Close 75% HH INCOME $55K+ AGE 21 MILLENNIALS (21 - 33) 65 % GENERATION X (34 - 48) Highest total since Prohibition Current Craft Breweries BABY BOOMERS (49 - 67) 2,347 COLLEGE EDUCATED LAGUNITAS IPA • LAGUNITAS BEER CONSUMPTION BY GENERATION 82% 35 Domestic Brands Median Age And skewing younger each year as Millennials enter the market. 91% OF BEER DRINKERS AGE 49 87% of Millennial beer drinkers drank a beer last week Young beer drinkers, known as Millennials (21-33), are abandoning traditional brands in favor of discovering new brews with unique flavors and seasonal varieties. Millenials outnumber their older Generation X by 2 to 1. 6/10 Millennials won’t buy a six pack of craft beer until they’ve tried it first. craft beer drinkers expressed % of interest in independently owned and operated, locally-made beers. Sources - Brewer’s Association (BA) • Beverage Media • Beer Pulse • USA Today • ADWEEK • Bloomberg • CraftBeer.com • LI Pulse • FORBES • Slingshot, LLC • Demeter Group • Symphony IRI Group (SIG) • CraftCan.com Copyright 2013 The EGC Group. All rights reserved. RANGER • NEW BELGIUM TORPEDO • SIERRA NEVADA SHINER LIGHT • GAMBRINUS SELECT 55 • AB Colorado’s Oskar Blues Brewery was selling craft beer in cans over a decade ago, kick-starting a revolutionary industry concept. Back in 2009, there were only 70 canned beers to choose from. Today, there’s nearly 1,000 craft cans from 200 U.S. craft brewers. TOP CRAFT BEER STYLES 50 LEFFE • AB INBEV 1) Seasonal 2) India Pale Ale 3) Pale Ale 4) Amber Ale 5) Amber Lager 6) Wheat
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