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Greater selection, higher sales

Today's restaurant diners are an experimentation-heavy group, and they're contributing to the relentless growth of craft beer in the US, with 350 new breweries having opened since June 2011. According to a recent Consumer Edge Insight study, Alcoholic Beverage DemandTracker, providing more craft beer options to your diners makes them more likely to order beer, and more of it. Especially if they are already a regular craft beer drinker.

  • 33% of alcohol drinkers who visit restaurants regularly report that they are more likely to order beer when offered a large selection
  • 26% of them are likely to order more servings of beer than they would have otherwise
  • 36% of consumers say they are more likely to choose a brand they haven’t tried before
  • 19% say they are more likely to order a brand they have not drunk in a long time
  • 44% of craft drinkers say that a large selection of brands makes them more likely to order beer, and 34% of them are more likely to order more servings of beer
  • Only 28% of alcohol drinkers say that a larger beer selection has no effect on their beer consumption or brand selection

Source: Consumer Edge Insight, September 2012, Alcoholic Beverage DemandTracker