The Good Beer Drinker ’25 | Report now available
January 30, 2025
Understanding beer drinkers is essential to creating the right products, experiences, and communications that drive success. At We Are Beer, our goal is to represent the consumer voice—not only through interactions at our festivals but also by leveraging data-driven insights. That’s the essence of the Good Beer Drinker report, a cornerstone of our Industry Membership.
Last year, we introduced five drinker typologies, exploring who they are and what draws them to beer. This year, we take a deeper dive into a key question: What drives choice in good beer?
The findings are fascinating.
As drinkers settle into a new normal, they’re becoming more discerning and demanding. They increasingly assess their choices based on product experience, value, and the role beer plays in their lives.
Flavour and taste emerged as the most important driver of choice, ranking highest across all occasions and typologies. In fact, 72% of respondents cited it as a key factor in their decision-making process. Discovery and newness also play a crucial role, particularly for more engaged drinker segments.
Hoppy beers still lead the way, but ABV is trending downward, fueling the rise of the session IPA category. Meanwhile, the success of stouts—especially Guinness—continues to grow. Notably, Guinness is the first global non-craft brand to break into our top brands ranking.
Drinkers are also mindful of certain barriers, influenced by lifestyle choices, financial considerations, and personal preferences. How they feel plays a significant role, particularly among those less avidly into beer. For example, over 11% of our audience now look for claims like gluten-free, low-carb, or low-calorie. While not a huge number, this segment is growing rapidly and is increasingly important for recruiting new drinkers.
We believe these shifts present an opportunity for good beer brands—offering thoughtful consumers greater value and compelling reasons to choose their products.
If you’d like to access the report today, join our We Are Beer Industry Membership. Members receive instant access to Good Beer Drinker ‘25, last year’s report, our typologies tool, and the latest Horizons report. Plus, membership includes tickets to our Industry Expo & Conference in July and trade session access to all our craft beer festivals.