Although we have not seen the full year volume growth statistics, as of July 2015, US craft beer production volume had increased 16%. With this increase in volume comes a large spike in competition as well. In 2012, for example, there were 2,401 craft breweries in the US. In 2013 we saw that number rise to 2,863 and in 2014 there was 19.4% growth bringing the number of US craft breweries to 3,418!
When the competition get fierce, why not get creative? A 2014 study shows that 42% of female consumers pick their wine based on good looking labels. With 2015’s tremendous growth for craft beer, why wouldn’t the same be true in this category of the beverage industry?
We came across this fabulous infographic centering around the premise that a label’s impact on craft beer sales holds true to the US experience with wine. Originality and projection are two dimensions of authenticity explaining how young consumers perceive performance risk, perceived price and purchase intentions.
As these elements become more relevant in craft beer, tracking this sort of data becomes pertinent. At Halo we can help track these metrics combined with 3rd party data to ensure you are choosing the best label to see the growth of your brand skyrocket.