Premium subscription content, to sign up, join here
We've spent a lot of time talking about how to gain more customers as COVID-19 and an onslaught of non-beer brands have made acquisition and retention harder than ever. When was the last time you considered seniors?
It's no joke—not only is this demographic more likely to have more disposable income than younger groups, but until COVID-19 threw things out of whack, they were growing an interest for craft beer as fast as others. A 2019 survey for the Brewers Association found that 34% of 55- to 64-year-olds and 28% of 65-and-up self-reported drinking craft beer several times a year or more. These percentages are the lowest for any cohort, but have actually grown just as fast as almost every other age group since 2015. Only 35-44-year-olds (+11% since 2015) added more drinkers.
This article is part of the Sightlines Premium channel. Only subscribers have access to the content, and the community discussion.
Membership benefits:
weekly analysis newsletter
community access (via Slack)
bi-weekly video chats (via Zoom)
2-way dialog with GBH insights team
50% company discount for additional members
Words by Bryan Roth