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Nearly a Quarter of Craft Beer Drinkers Drawn to Beer With a Story Brixton Brewery Reveals

* Research finds that a fifth of craft beer drinkers are “overwhelmed by the choice” when ordering craft beer[2]

* 61% of craft beer drinkers prefer to purchase craft in the on-trade[3]

* 63% of craft drinkers say the Brewery’s location affects their choice in some way – particularly younger drinkers[4]

* 86% of craft drinkers would like to learn more about craft beer[5]

Recent research from Brixton Brewery, has revealed that almost one-in-four craft beer drinkers are drawn to craft beer that has a close relationship to where it was brewed, and a story behind it[6].

Jez Galaun, Brixton Brewery co-founder said: “Our research shows that craft beer is a real opportunity in the on-trade, with 61% of consumers preferring to purchase craft beer in this channel[7], and 84% saying they are happy to pay more for a craft beer vs a more mainstream beer. So it’s important that craft brands continue to invest and support the on-trade, especially those with a real provenance and story to tell.”

Craft beer can be seen as an intimidating category with one in five craft beer drinkers saying that they are ‘overwhelmed by the choice’. At the same time, 86% of consumers – across all age groups and genders – are keen to learn more about craft beer[8] which presents a real opportunity for operators and suppliers to tap into. Brixton offers these consumers an accessible entry point into the craft beer category with easy-drinking beers in recognisable styles, such as lagers and ales as well as regularly released specials. The above is all underpinned by an exciting brand that appeals to new drinkers and craft lovers alike. This depth allows publicans to choose the range that most suits their customers, whether they are looking for an entry point or for something a bit different.

Galaun continues, “As an enduring brand with two breweries in Brixton and a deep connection to our South London home, Brixton Brewery really taps into drinkers’ preference for beer with a clear provenance. When we started brewing in 2013 our vision was to create delicious and accessible craft beers that offer drinkers a taste of Brixton, and share with them its values of community, openness and inclusivity. Provenance has always been at the heart of everything we do: we have beers named after local landmarks, inspired by the flavours of Brixton Market, and our branding takes inspiration from the batik fabrics sold there, as well as local architecture and iconography.”

“We also put Brixton at the forefront of all our marketing activities; from our summer advertising campaign which playfully highlighted the ‘grit and glitter’ of the area to our ongoing work with local creatives under our Electric Collective platform, and most recently, our Brixton Hour roadshow, bringing a line-up of comedy and music talent embodying Brixton’s creative energy to pubs across the country. 2023 marks our tenth birthday year, and it’s great to see that this is all just as relevant to consumers now as it was when we got started.”

Brixton Brewery is benefitting from these consumer trends, having seen +124% growth in distribution points over the last 12 months, cementing its position as a top five UK Craft Brand[9]. The brand looks to continue that growth throughout its tenth birthday year, which will see some special activations take place.

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[2] KAM Media , craft beer drinkers survey 2023 [3] KAM Media , craft beer drinkers survey 2023 [4] KAM Media , craft beer drinkers survey 2023 [5] KAM Media , craft beer drinkers survey 2023 [6] KAM Media , craft beer drinkers survey 2023 [7] KAM Media , craft beer drinkers survey 2023 [8] KAM Media , craft beer drinkers survey 2023 [9] CGA P03 2023, On Trade Val Share Last 12 Weeks


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