According to PR Newswire, in a recent study by Mintel of drinkers between the ages of 24 and 35, “70% say that the brand of beer says a lot about you and 66% say the style does the same.” The craft beer category has already benefitted tremendously thanks to its image among young people as, well, craft–i.e. small, artisanal and limited–and stands to benefit if it can preserve this image in the minds of millennial drinkers.
Mintel estimates that “sales of craft beer (including craft-style offerings) will reach $20 billion in 2014, more than doubling sales of five years ago” and links some of this growth to the sense of community that’s sprung up around craft beer drinkers. Indeed it seems that craft beer has become a subculture unto itself, with a strong presence both online and from city to city. “Craft beer is not only a beverage choice; it appears to be a lifestyle choice.” [PR Newswire] [Photo: Flickr/Julio Morales]