The craft beer revolution is one that has gone from strength to strength over the past few years, reinvigorating the pub industry and bolstering the hospitality sector. Statistics show that craft beer sales have grown the fastest of any beer category, increasing by 48% within the last 12 months.
With St. Patrick’s Day this Sunday, a day as closely linked to a beer as the country of its patronage, independent brewpub group Brewhouse & Kitchen have commissioned research to find out just how much the nation’s attitudes towards beer have changed. This nationally representative research is taken from a sample of more than 2000 UK adults.
- Half of Londoners (48%) favourite alcoholic beverage is beer
- 69% of London’s beer lovers said that craft beer was better than mainstream beers
- Over half of Londoners (53%) drink more alternative styles of beer now than they did a decade ago
- Nearly half (46%) of Londoners find alternative styles of beer, rather than standard lagers more exciting
- Nearly half (46%) of those in capital would rather drink an alternative style of beer than a lager
- Four in 10 Londoners (41%) believe that, as a style of beer, lager is a dated, boring option
- Compared with a nationwide average of 34%, Londoners are the most adventurous with their beers, 54% stating they experiment more than they would have 10 years ago
- 23% of women are trying more alternative styles of beer than they would have 10 years ago
- Millennials are nearly three times more likely to be adventurous with their beer choices than previous generations
London leads the way for the craft beer movement, 53% of the capital stating they experiment more with their beer styles than they would have ten years ago. In fact, 41% of Londoners would rather drink craft beer than the mainstream beers that have dominated for years.
That being said, craft beer has increased in popularity consistently across the nation, especially among millennials, who have found the market to be more exciting than their previous generations. Millennials are almost three times more likely to be adventurous with the beer they drink than those aged 55 and over.