Craft Beer Market Research

Purpose

This study will investigate consumers experience and thoughts on craft beer.

Methodology

Qualitative semi-structured interviews will be conducted with small samples of 8 adults in the Lewiston/Auburn area.

Sample Size

8 adults were interviewed for the study.

Sample Locations

Respondents were sampled at local businesses around Lewiston/Auburn.

Data Analysis

All qualitative semi-structured interviews are transcribed in the below provided documents and visuals.

Question:

Summary:

As you may know there is currently a craft beer craze, what do you think about the current craft beer craze? What have you heard, what is your opinion?

Lot of people think breweries are great for small business; they like craft beer options for drinking. In general, people are happy that the craft beer craze is happening. One person travels across Maine to go to all the breweries.

How often do you think the average person consumes beer?

Out of the 8 people that I interviewed, 5 of them think that the average person consumes beer 3 days a week. One person said 2 days, one person said 4 days and another said 5 days a week.

What do you think are the most popular brands of craft beer?

Most of the people I interviewed had similar responses to this question, and then the people that you can tell do not consume much beer were really stuck on this question. The most popular brands of craft beer were reported to be: Bissell Brothers, Sam Adams, Shipyard and Allagash. Multiple people raved about how good Bissell Brothers is at marketing.

Have you tried any craft beer recently?

Seven out of the 8 people I interviewed had consumed a craft beer recently. Many of them consumed beer they purchased at a convenient store, while the others went to a brewery specifically to try a brew.

Tell me about your/their experience with your favorite craft beer? At home? At the bar? With friends?

Everyone I interviewed enjoyed their recent craft beer with friends, usually at a bar. One of the people I interviewed travels the state of Maine and some of New Hampshire to try all of the Breweries.

How did you decide which brand/kind you purchased/wanted?

Most people based this decision off their normal preference. They would purchase the kind that they normally did, they had a kind in mind that they had tried before and enjoyed.

We would like to ask you about one of the local brands, have you ever tried a beer at Gritty McDuff’s?

The feedback about Gritty’s craft brew beer was not very positive. I had better feedback regarding their food then their beer. All of the people I interviewed had heard of Gritty’s, some had good experiences but feels that it’s become more of a pub then a specialty brewery.

Do you have any final thoughts or opinions?

I did not get a lot of final thoughts or opinions out of the people I interviewed. So I will use this section to give me final thoughts. Most people are excited about the craft brew craze and look forward to it continuing to grow. When it comes to Gritty’s specifically, that ship has sailed and many people are not very fond of going there for their craft beer consumption.