Microbreweries are looking to sell to consumers that are after something other than the mass-market beers. Because these microbreweries are much smaller than the big name beer companies, they tend to cost more and also usually have a more unique range of flavours. The target audience is more of an upscale, well-educated consumer that is more interested in flavour rather than quantity.
According to the Brewers Association, a microbrewery is basically a brewery that produces less than 15,000 barrels of beer per year and sell over 75 percent of it off-premise. Some microbreweries that sell more than 25 percent of their beer in their own premise (pub, restaurant) are considered brewpubs. In the year 2012 craft beers accounted for 6.5 percent of beer sales in the United States in volume, but they earned 10.2 percent of the sales in dollars.
Microbreweries and other craft breweries were responsible for approximately 13,235,917 of the 200,028,520 barrels of beer sold in the United States in 2012, according to the Brewers Association
40 percent of microbrew consumers earn $100,000 a year or more according to an article by Medialife Magazine. The microbrew drinkers favour distinctive character and flavour, and like to try beers that are not easily available outside of a small local market. They also appreciate the independence, creativity and craftmanship involved in microbrews. The microbrew drinkers are rarely loyal to just one brand but instead look to try the next new thing. Because of this it is essential to have a strong brand name, eye catching logo and a distinctive flavour to attract their attention.
Considering the research done into this market it is quite clear that the target audience would more likely be from about 25+. As this age group is more likely to be earning higher salaries than younger age groups. Also from my personal opinion, people younger than about 25 years old are more likely to be interested in drinking mass-market beers focusing more on quantity rather than quality and range of flavours that microbreweries offer. However I do think that there is a growing trend with younger people consuming craft beers, as I have seen not only in the UK but in other countries a wide range of craft beers available in bars and stores. Because of this I want to include a younger target audience as part of my brand.
Scott Thompson, Demand Media. (). What Is the Market for Microbrewery Beers?. Available: http://yourbusiness.azcentral.com/market-microbrewery-beers-21053.html. Last accessed 2nd March 2015.