One in seven U.S. consumers has visited a brewpub in the last three months while neighborhood bars continue to broaden their appeal to attract consumers, according to a new Nielsen report.
Across all legal-aged consumers (age 21 and up), 14% have visited one of these locations in the last quarter—and nearly half (46%) have visited them more in the last year than in the previous 12 months. Brewpubs’ appeal stretches across adult age groups, with two in five (39%) visits made by 35 to 54-year-olds and the rest by 21 to 34-year-olds (33%) or those aged 55+ (28%).
More than half (56%) of brewpub visitors say they visit these locations because of the opportunity to experience something different, while nearly two in five (38%) say it gives them the chance to explore a more interesting selection of beers.
Craft beer is the leading drink in brewpubs, chosen by more than two thirds (68%) of drinkers. Of craft beer, seasonal ales, IPAs, pale ales, stouts and Pilsners are the five most popular styles. However, brewpub visitors are versatile drinkers beyond beer, with large proportions also drinking wine (50%) and cocktails (43%).
According to Scott Elliott, SVP of Nielsen CGA, “This latest Nielsen CGA OPUS research provides compelling insights into how adults’ thirst for new experiences and a wider selection is driving growing interest in brewpubs and taprooms,” said Scott Elliott, senior vice president at Nielsen CGA. “It also reaffirms how neighborhood bars remain pivotal in the out-of-home drinking sector.”