Half (50%) of Irish adults claim to have purchased craft alcohol in the on-trade, with just over a quarter (27%) purchasing in the off-trade. Recent research on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,001 adults aged 18+, sought to understand this purchase behaviour, while assessing where the growth in craft alcohol purchase is emanating.
There are high levels of cross-purchase between the on and off-trade channels, with just under half (47%) of those who buy craft alcohol in the on-trade also purchasing in the off-trade. Purchase of craft alcohol in both the on-trade and off-trade is driven by males, with almost two thirds (64%) claiming to have purchased in the on-trade and just under a third (32%) purchasing in the off-trade. Interestingly, 25-34 year olds are most likely to be purchasing craft alcohol in the on-trade, whereas 35-44 year olds are most likely to be purchasing in the off-trade.
Craft beer drives the majority of purchases in the craft alcohol category, with high levels of purchase in both the on and off-trade evident. Signs of a slowdown in craft beer purchase levels are not yet apparent with almost 4 in 10 (37%) craft beer purchasers claiming they are buying more craft beer than they were this time last year.
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While overall purchase levels are somewhat lower, the type of alcohol with the biggest increase in craft purchase levels amongst purchasers of that alcohol, is gin. Over 4 in 10 (42%) gin purchasers claim they are buying more craft gin that they were this time last year. Whiskey (22%) just heads stout (21%) in terms of increases in craft purchases amongst buyers of each type of alcohol.
For further information and more in-depth analysis on consumer behaviour in relation to craft alcohol, including motivations for purchase across different alcohol types, please contact Robbie Clarke at Empathy Research.
Article by Checkout magazine