As a search marketing professional and general enthusiast of consumer trends, I’ve found Google Search Insights an amazing resource. Some of you may have already assumed some of these trends, but I want to call attention to some interesting search behaviors.
Macro Beer Trends
1. Craft Beer – Only Going Up!
It’s obvious that the craft beer market is hot. From 2010 to 2011, the number of craft breweries in the U.S. has grown by 25% (1,596 breweries to 1,989 breweries). Right here in SF seems to be the hottest market alone. We’ve seen multiple new breweries open up over the last year and a half (Mill Valley Beerworks, Triple Voodoo, Southern Pacific Brewing, Pacific Brew Labs, and others).
2. California Breweries – Oh, it’s 2011? Let’s Start a Brewery!
Further proving my point is the search for ‘breweries’ in California. It seems as though the hype spiked at the beginning of 2011 and is going to gain momentum. I imagine this search trend increasing strongly over the next year.
3. Beer vs. Wine – Watch Out Wine!
First, I never realized how popular wine was as a holiday present – I imagine packages of craft beer beginning to be the new Christmas present and people researching the best beers online. Second, the gap between wine and beer is shrinking and given the high number of new beers being produced, beer should surpass wine in search volume by 2013.
4. Brewery Tour – Summer Activity
What interests me most about this trend isn’t that it’s going up, but that people tend to search for brewery tours in July. I figured summer would be the best season, but never thought there would be such a drastic difference winter and summer. One thing for sure, don’t expect much tour business in November. I also should be taking in consideration that this is looking at the entire U.S. and not everyone has weather like SF…
Styles of Beer
1. Hefeweizen – Summer Beer (June through August)
2. Stout – Winter Beer (December through March)
3. Porter – The Winter Friend
4. IPA Trend – Hottest Beer since 2010
The fastest growing and most popular beer in the craft beer market is the IPA – especially in the Bay Area. Beers like the Hop Stoopid, Pliny the Younger (and Elder), and the Big Daddy are a few examples of big hoppy beers in the Bay Area. It’s an addiction on the West coast and everyone wants the hoppiest beer possible. Please go to the Double IPA festival next year – those beers are unbelievable.
1. Lagunitas – One of the Fastest Growing Breweries in the US
In case you haven’t heard, Lagunitas is opening a new brewery in Chicago. Another reason why this brand is trending on ‘the Google.’
2. Dogfish Head – Sam Calagione
When I call Sam a crazy man, I mean that in a positive way. Dogfish Head can attribute so much success to that one man. He’s always pushing boundaries: changing state legislation so he could open the brewery, creating the most innovative beers, has a TV show, and is an author. Not sure what more he can do, but glad to see Dogfish head is still trending up!
- Craft Beer is taking off and will continue to grow for the foreseeable future
- Beer tours are the most popular in July
- California breweries exploded in 2011
- The worst month for beer is November
- Hefeweizens are for the summer, Stouts for the winter
- Lagunitas is the talk of the town