The Growth of the UK Craft Beer Scene and its Customers
When it comes to craft beer, the experience goes way beyond the bubbles. There’s a reason hipsters have hopped onto this growing liquid trend - craft beer has a huge focus on community and culture. It’s more than just beer, it’s a vibe.
According to Wikipedia a craft brewery or microbrewery is 'a brewery that produces small amounts of beer, typically less than large breweries, and is often independently owned. Such breweries are generally perceived and marketed as having an emphasis on enthusiasm, new flavours, and varied brewing techniques'.
Frothing at the mouth to find out more? Crack open a cold one as we dive into the delicious details…
Consumers Love Craft Beer
What do you think of when you picture craft beer? A hipster with a quirky new brew? A middle-aged man with a punky attitude? While we totally dig that idea, the reach of independent breweries goes beyond a simple stereotype. With year-on-year growth in the UK, the microbrewery and craft beer sector is soaking up a lot of great business success.
Craft beer on-trade sales volume in the United Kingdom from 2015-2019
In fact, UHY Hacker Young says, "55 new brewery companies were incorporated just during the first lockdown between March 16 and June 1 2020," meaning not even a global pandemic is stopping the incorporation of new craft beer breweries.
Spreading Like Spilt Beer
According to Brewer Journal, there are now a whopping 3,018 breweries in the UK.
According to Statista, as of 2019 BrewDog was the leading craft beer brand ranked by sales in the United Kingdom. BrewDog's sales were almost eight times that of its strongest competitor.
Leading craft beer brands in terms of sales value in the United Kingdom in 2019(in million British pounds)
With beer names such as Elvis Juice, Punk IPA and Mallow Laser Quest, BrewDog is overflowing with culture and attitude. Community is such a huge part of their brand that they’ve dedicated an entire section of their website to it, featuring events and several pages on their culture.
These opportunities aren’t just overflowing for huge companies. Business deals and collaborations between younger brands are pouring out among the craft brew community. For example, Pennsylvanian brewers Dancing Gnome teamed up with nature-inspired illustration artist Rosalie Haizlett on a series of beers celebrating the freshwater ecology. This wrapped up culture, community and creativity in the context of a collaboration.
If this blog has got you reaching for a cold one to savour, make sure you do so while rocking a fresh new look. Check out our latest threads to accompany your hoppy sidekick.