According to data from the Brewers Association, craft beer sales can vary widely from state to state, suggesting that local beer consumption can make a big difference on those markets. And markets for other drinks like wine, cocktails and even coffee have also seen changes due to the push for more consumers to buy locally made products. So how many make a point of buying local drinks when possible? We asked 1,000 respondents about their buying habits and their thoughts on local drinks.
In Ask Your Target Market’s latest online survey, 4% of respondents said that they only ever buy drinks that were produced locally or made with local ingredients. 7% buy local drinks most of the time. 11% do so about half the time. 25% rarely ever buy local drinks. 37% never do. And 15% were unsure. Of those who buy local drinks at least on occasion, most said that they get those drinks from independent breweries or wineries. But some also named specific beer brands like Sweetwater and Dogfish Head as favorites.
Of those who choose to buy local beer or other drinks, 62% said that they do so because they feel local drinks are of higher quality than other options. 37% appreciate the convenience. Another 37% choose local drinks because of the economic impact. 35% like the price of local drink options. 25% appreciate the environmental impact. And 16% think that local drinks are healthier than other options.
According to Personality Radar, those who purchase local drinks all or most of the time tend to be trendy, fun loving consumers. They seem to have a fair amount of disposable income, but still appreciate great deals. And they also tend to be relatively young and tech savvy.
Local drinks may not be quite as popular as locally made products in some other niches. But there’s still a particular type of person who seems fairly likely to opt for local drinks over other options. Those consumers are likely to be young, trendy, and interested in high quality options. So the quality aspect could certainly be a beneficial talking point for drink brands. In addition, local drink brands could potentially reach that audience by including marketing materials in publications, either in print or online, that share fun upcoming events or information about restaurants and bars in the area. You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
Photo Credit: Local beer by Craige Moore under CC BY-ND 2.0