The beer industry is at a crossroads of sorts. Millennials just aren’t that into beer. According to a report from Berenberg Research, Generation Z feels the same way, opting instead to reach for spirits. As a result, beer consumption and sales are down. This, however, is only part of the story.
Beer might not be the libation of choice for everyone, but for those that do choose brew, one word best describes their feelings toward the beverage: Love.
According to our most recent Nondurable Products Report, customer satisfaction with breweries is at an all-time high, climbing 1.2 percent to an ACSI score of 85 (on a scale of 0 to 100). Interestingly enough, it’s the “little” guys leading the charge among beer aficionados.
Smaller breweries, big-time satisfaction
Beer lovers are a passionate bunch. And craft beer drinkers might be the most passionate of them all. With a 1 percent jump over the past year, small breweries and craft beers, which the ACSI categorizes under “other breweries,” have the highest customer satisfaction among industry manufacturers, with an ACSI score of 86.
This group also leads the competition in many other aspects of customer experience, including perceived overall quality and perceived value. It’s clear that while the microbrews and small breweries lack the size of the big brands, they’re benefiting from the strong reputation they’ve built with their customer base.
Competition is good for the beer market
Competition tends to breed competition. We’re seeing the positive effects that “other breweries” are having on the rest of the category, generally propelling higher satisfaction across the entire market. This is most notable in the higher customer satisfaction with Anheuser-Busch InBev.
The megabrewery is up 1 percent in customer satisfaction year over year, giving it an ACSI score of 85, good enough for second place in the category. Anheuser-Busch InBev is thriving because of high marks in website satisfaction, customer retention, and most importantly, customer loyalty.
Bottom of the barrel
Although breweries have high marks in customer satisfaction overall, not every manufacturer is improving. Molson Coors saw its customer satisfaction take a major dip, plummeting 4 percent to a score of 81.
In fact, following a 4.8 percent dip in first quarter 2018 sales, the megabrewery opted to cease production on its MillerCoors line of Two Hats, essentially giving up on the brand that was intended to appeal to the millennial crowd. The manufacturer hopes to rebound by turning its attention to Coors Light.
The future of the beer industry
Microbrews and craft beers aren’t a fad. These “other breweries” have a loyal following, and its customers are drawn to a quality product. Inauthenticity isn’t going to fly with this crowd. Hopefully, the bigger beer manufacturers take note, and make the necessary adjustments to keep up with beer lovers’ preferences.
Regardless of what the future holds, one thing is clear: customer satisfaction with breweries is the highest we’ve ever seen. We can all agree to raise a glass to that.