Self-employment and choice
The production of a large in-house capacity allows craft beer companies to apply more control and flexibility over how the beer industry operates. Additionally, it allows the management to make some prompt changes in the products according to the preference of the customers and changes in the market demand that are more unpredictable due to quick changes. However, there are over 1,500 craft beer companies in the United States brewing numerous delicious and flavorful craft beers (Chen). Moreover, these companies are not making similar older beers. Therefore, each craft brewery is making its beer in a special way with the special components of the beer.
Youth involvement
According to several surveys, most youths are keener in spending their money on more expensive alcoholic beverages such as craft beers as compared to the cheap beers. The demographic age is found to have been making more purchase on wines and spirits. Similarly, light craft beers with fewer calories have also gained popularity among clients of below thirty years of age. Therefore, the light craft beers are now bigger than the traditional beers.
Consumption and experience
According to Brown, the customers have moved towards the craft beers, and this has made the consumption of craft beers be on the rise (Brown). Similarly, the consumers are going for the premium beers, and this has made some of the large brewing companies in U.S such as Miller Coors to practice a joint venture. Consequently, this trend has enabled most craft beer companies in the United States to record double profits every year for the past few years. However, the Boston Beer Company, a renowned manufacturer of craft beers is the most beneficiary because of its focus on the beer industry (Chen). Additionally, the shift in taste, preference, and the purchasing behavior have led to the decline in the consumption of beer in U.S for the past few years. This trend made the segment of craft beer industry grow by 12% in 2012, and this was faster than the better beer industry growth (6.5%) and that of the overall beer group (1%). Therefore, as the consumers are experiencing new tastes, they realize that beer can have a taste of something other than cold fizzy water.
Sense of family and community
Craft beer resembles the community since it is more than a trendy libation. Since most people are supporting craft beers, it means that it has a stronger connection to the members of the community (Wiebe). Therefore, several craft brewers have a serious amount of pride concerning their products, hometown, and pride for the culture. Therefore, this pride may lead some individuals to stay put and put down their roots and hunker down. That is it is here to stay with the community. However, the lack of apparent and paternal or marital responsibility is the main observable feature on the consumption of the craft beer in the community (Laney).
The single class of a family has more time and money for experiencing life before advancing to later stages of life. Moreover, some families are also consuming craft beers at the comfort of their homesteads so that to accommodate more familial and centered lifestyles. That is they chose their time of spending with their children and other significant family members.
Beer quality and taste
Craft beer is growing faster depending on the cost focus point of view. Therefore, most consumers are having a little of quality beers in their lives because craft beers are not all that expensive yet it is providing a perception that the consumers know they are consuming quality or premium products. The craft brewers majorly differentiate themselves regarding their tastes and flavor (Lane). Moreover, they take advantage of their strategic positions of the underlying promiscuity in trying new ideas. Therefore, the consumers of craft beers always sample different styles of beers across different brewers against the traditional firms that have mass production of breweries. Consequently, with numerous craft beers, it is possible to make a comparison of their positioning strategies and other related business success.
Several attributes and benefits seem to define the achievement of craft beers, and this has made the consumers require variety styles for supporting the local brewers and economies. Therefore, quality ingredients are demanded within the brewing processes. For instance, the Boston Brewing Company has attained some varieties and quality attributes in satisfying the need of its consumers such as supporting the local brewers and economies.
In addition, the Denver Brewing Company, a craft beer producer has satisfied the customer needs for the varieties, high quality beer, and for offering support to the local craft brewers and economies. Therefore, the quality is the most communicated feature in craft beer and brand differentiation. That is several brands are stating that they use only the highest quality ingredients, and this has separated them from other competitors. The differentiation of the craft beer brands is for better drinking but, not more beer, and this has made both explorers and the loyalists to appreciate the quality of craft beers.
Bibliography
Brown, Corie. "Craft Brewers". This is what your Customer wants (2015): n. pag. Print.
Chen, Xun. "Boston Beer Company: An Introduction to Better Beer Business - Market Realist". Marketrealist.com. N.p., 2013. Web. 18 Apr. 2016.
Lane, V. "Marketing 6060". Craft Beer and Consumer Behavior (2012): n. pag. Print.
Laney, Hanna. "All In the Family". Craft Beer and Community (2012): n. pag. Print.
Wiebe, Joe. Craft Beer Revolution: The Insider's Guide to B.C. Breweries. D & M Publishers, 2013. Print.
