Craft beer is quickly becoming more than just an occasional purchase – it’s newly a marker of a certain kind of lifestyle that includes higher dollar shopping habits at the grocery store. If a consumer is willing to pay a few dollars more to get a specialized beer, there’s a good chance that he or she is willing to spend up a little on other products as well. The allure of craft beer extends beyond attention to detail and ABV – it has now proven itself as a category that has some real purchase power and influence over other grocery buys.
A basket with any beer in it is on average $54.58, while a basket with craft beer in it is $66.48.
The craft brew industry has growing momentum in grocery. A basket with any beer in it is on average $54.58, while a basket with craft beer in it is $66.48. This $12 increased value with craft beer reflects an its impact on the purchase of other in-market associated products. This is not a relationship other products should ignore, as cross-promotion can help associated products ride the craft beer wave towards higher sales. CPG as a category itself has only seen a growth of 2-3%, while the beer category has seen a 17% growth – and 15% of this is craft beer! Craft sales in general are up 21% over the latest 52 weeks, which is already 23% ahead of 2013 for the first five months – the largest portion of this growth is happening in the Southeast at 24.7%. Long story short – if you’re in the basket with craft beer, you’re in good company.