This puts Denver in a tie with Portland, Ore. for top microbrew market in the U.S.
Seattle came in second place with 11 percent of 21-plus adults having consumed a microbrew in the past month. Colorado Springs(!!) beat out such notable microwbrew wannabes as San Francisco, Boston and Austin, placing third in a three-way tie with Milwaukee, Wis., and Spokane, Wash.
That means 9 percent of of-age Colorado Springsonians have had a microbrew in the past 30 days.
Bragging rights might need to be withheld, however — at least depending on how bougie your particular clique happens to be (or prefers to seem). The report included that microbrew drinkers "are 54 percent more likely than all U.S. adults 21+ to hold white collar employment and 78 percent more likely to have an annual household income of $250K or higher." Meanwhile, "half of all Microbrew Drinkers have a college degree or higher and 19 percent have participated in adult continuing education classes in the past 12 months."
Thirty-three percent of microbrew drinkers even attended live theater in the past 12 months —more even than they did so for live music (27 percent).
The report includes this somewhat interesting but excessively market-research-y quote:
“Microbrews, or craft beers, are a terrific example of how localism has become trendy,” says Alisa Joseph, vice president of advertiser services for Scarborough. “By marketing the local brew to beer drinkers in their own communities, particularly while they’re immersed in local activities, brands can capitalize on the consumer loyalty that comes with rooting for the home team or visiting the neighborhood hot spots.”
More fascinatingly, the report seems to confirm other indications that the craft beer market is defying the laws of economics. Then again, maybe it's just that age-old and tragic truth about alcohol's resistance to recession.
From the report:
NEW YORK (June 14, 2012) – A new study from local market consumer research firm Scarborough reveals that 42 percent of the age 21+ American adult population have enjoyed a beer in the past 30 days. More specifically, five percent of all adults 21+ have had a microbrew in the same time frame. With Memorial Day behind us and BBQ and grilling season heating up, the latest Scarborough analysis looks at behaviors of Microbrew Drinkers.
Where are these beer drinkers buying their brew? More than half (53%) of Microbrew Drinkers purchased beer at a grocery store in the past 30 days. Microbrew Drinkers also purchased beer at sit-down restaurants (45%), nightclubs or bars (38%) and liquor stores (37%). Microbrew Drinkers are more than twice as likely as all beer-drinking adults 21+ to have purchased beer at a stadium or arena in the past 30 days.
In terms of demographics, 25 percent of Microbrew Drinkers are between 30 and 39 years old. Microbrew Drinkers are 49 percent more likely than all U.S. adults 21+ to be men and also 49 percent more likely to be employed full-time. They are 54 percent more likely than all U.S. adults 21+ to hold white collar employment and 78 percent more likely to have an annual household income of $250K or higher. Half of all Microbrew Drinkers have a college degree or higher and 19 percent have participated in adult continuing education classes in the past 12 months.
[...]Microbrew Drinkers can be found engaging in many different kinds of sports activities. Sixty percent of all Microbrew Drinkers attended a professional sports event in the past 12 months and 20 percent have attended a high school sports event in the same time period. In terms of interest, Microbrew Drinkers are 40 percent more likely than all U.S. adults 21+ to say they are “very interested” (Avid Fans) in college basketball. They are 45 percent more likely to be Avid Fans of college football and 41 percent more likely than all U.S. adults 21+ to be Avid Major League Baseball Fans. This summer in particular is sure to be exciting for Microbrew Drinkers as 30 percent of them are Avid Fans of the Olympics.
There’s more to Microbrew Drinkers than their affinity for sports; they also have a softer, artsy side. Microbrew Drinkers are nearly three times more likely than all U.S. adults 21+ to have visited an art museum in the same period of time. Thirty-three percent of Microbrew Drinkers have attended live theater in the past 12 months. More than one-quarter (27%) of all Microbrew Drinkers bought a ticket to a music concert in the past year.
When they’re not spending time at arts and sporting events, Microbrew Drinkers are twice as likely as all U.S. adults 21+ to have used a mobile device to read a newspaper in the past 30 days. The types of television programs Microbrew Drinkers typically watch are comedies (65%), movies (61%) and sports (54%). Twenty-nine percent of Microbrew Drinkers visited a radio station website in the past 30 days.
In terms of digital media consumption, nearly one-third (29 percent) of online Microbrew Drinkers spend 20 or more hours per week surfing the web. They are 50 percent more likely than all age 21+ internet users to have visited YouTube in the past 30 days and twice as likely to visit Pandora. Microbrew Drinkers with wireless access are twice as likely as all age 21+ wireless users to check sports scores and watch video clips on their cell phones. They are also three times as likely to check their stocks or the stock market on their wireless phones.