Craft beer has long been a fixture in the German beer market. The endless flavors and nuances conjured up from what are actually very limited basic ingredients impressively demonstrate the innovative power of beer. As a result, craft beer has become a source of strength for the somewhat flabby and hip beer industry and also brings fresh economic momentum.
Research by the rheingold institute shows that normal beer tends to be consumed as an after-work treat and mood changer, while craft beer is deliberately tasted and tried out. The consumer always pays attention to new varieties, producers or the origin. Higher prices and difficult procurement channels ensure exclusivity and situational limitations.
Break open the beer pearls
In the in-depth psychological interviews, the classic after-work and soccer TV beer drinkers often expressed the worst opinion ("hipster beers"; "scene beverage") and showed the least willingness to get involved in the craft beer experiment. In contrast, those beer drinkers who are generally open to new beverage or food offerings can set out with great enthusiasm on the never-ending hunt for new exotic craft beer offerings or else hidden regional beer gems.
In a special edition of "Brauwelt", Heinz Grüne has devoted himself to the much-discussed topic of craft beers and formulated nine exciting theses on the future of craft beer in Germany.
Heinz Grüne has been managing director at rheingold since 1988.
His scientific focus is on research into digital media and their impact on everyday life, on senior citizen culture, and on the consumption psychology of food, with an emphasis on beer.
Tel.: +49 221-912 777-56
E-mail: gruene@rheingold-online.de
