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Craft beer drinkers have healthier habits than non-craft drinkers, says study
According to a
recent study conducted by the Harris Poll, people who drink craft brews drink less than the average American, pay more attention to what they eat and exercise more regularly than those who prefer cheaper beer and liquor brands.
Craft beer drinkers may take their imbibing more seriously than their macro-brew loving counterparts, but, when they do drink, they drink less and boast healthier lifestyle habits.
Harris Poll surveyed 1,978 adults over 21 in May and found that 73 percent of craft beer fans view drinking alcohol as an indulgence reserved for special occasions, compared to a slightly lower 67 percent for non-craft beer drinkers. This difference was more noticeable among younger drinkers—80 percent of 21 to 34 year old craft beer drinkers said they consider drinking alcohol to be a treat.
Danelle Kosmal, Vice President of Nielsen’s Beverage Alcohol Practice, said the survey presents some “interesting challenges” to brewers and retailers as they consider how to market to a younger audience.
“First, it’s important for brewers to prioritize weekends for their biggest events in-store or at the brew pub and tasting rooms. This is when craft drinkers are thinking most about beer-drinking occasions,” Kosmal said in a press release.
Craft beer drinkers aren’t just drinking less, but the poll also found they engage in healthier lifestyle activities.