By Katie Davis W ell if the battle of the barley shakes was not already intense enough between rivalry Craft and Macro Beers brewers, a recent study by Harris Interactive Inc. reveals that craft beer drinkers tend to be more active and healthier than their Macro beer drinking rivals. Now putting the brewing techniques and ingredient sourcing aside, the main reason behind craft beer drinkers being more active and healthier than their Macro beer buddies is because of the promotion of healthy habits by the craft beer culture itself. According to the study, craft beer drinkers claim to work out several times a week, and largely likely to do so in groups. Two out of three craft beer drinkers said they had attended a brewery sponsored health and wellness event, compared to just 37% of Macro brew consumers. This makes sense when considering the community aspect craft beer embodies.
ing marathons, mountain bike events, and a slew of other outdoor adventures as part of their marketing plan to keep engagement with their customer. The connection to these types of events comes from the fact that most brands have grown in popularity and have a strong following in their communities so they get and stay involved in the communi- ty events. Combine this with the fact that it was much easier and cheaper to sponsor local events than major music fes- tivals or sporting events where sponsorship can cost in the hundreds of thousands of dollars, which only really big brands can usually afford. Employers might want to start asking about ones beer drinking preference in new hire interviews as not only do craft beer drinkers tend to socialize more and be more active at work related functions they also take less time off because of drinking through the week, but don’t get us wrong they make up for it on the weekends, just head down to your local ale house if you need more proof.
We will see you at the pub.
This study shows that several craft beer brands promote an active lifestyle as part of their branding strategy, sponsor-
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APRIL 2017 • SPOTLIGHT ON BUSINESS MAGAZINE
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