MEDIA RELEASE Craft Beer Sales Boom Online
A study of just under 17,000 Australian craft beer
drinkers has revealed a significant change to consumer purchasing
channels with a big increase in online as a direct result of
Created by craft beer retailer Beer Cartel, the 2020 Australian
Craft Beer Survey is the most comprehensive study ever undertaken
with Australian craft beer drinkers. It is the fifth year the study
has been run.
Richard Kelsey, Director of Beer Cartel said the growth of craft
beer sales online was of no real surprise for him as Beer Cartel
had been living this growth over the past year.
“We’ve seen first-hand this switch to online and know the
pressure it has put on our own business, with two to three years
growth compressed into just one. We’ve had to double our staff
and re-engineer our processes to keep up with the massive increase
in demand. And while that is just our business, I’m sure it is
being reflected across the whole industry,” said Mr Kelsey.
Key findings of the research included:
Black Hops has been voted Australia’s best craft
brewery. For the first time consumers have chosen Black
Hops Brewery on Queensland’s Gold Coast as Australia’s best,
followed by Balter and Bentspoke.
COVID-19 has significantly increased online
purchasing. Prior to COVID-19 38% of drinkers had
purchased beer online in the last year. This has increased
significantly with 53% of all respondents having purchased beer
online since April this year.
Online purchasing has been strongly driven by Australian
brewery websites and Australian craft beer speciality
websites. Brewery website purchasing has doubled from 14%
in 2019 to 28% in 2020. Similarly, purchasing from craft beer
speciality websites has increased from 19% in 2019 to 27% in
Consumers have shown strong support for Australian
independent craft breweries through COVID-19. Drinkers
indicated since COVID-19 they were purchasing less Australian and
international mainstream beer while local and Australian craft beer
purchases increased. This coincides with increased awareness in the
Independent Seal (60% awareness) and 93% of respondents agreeing
that ‘Australian breweries need our support more than ever’.
COVID-19 appears to have impacted consumers very
differently. While for some their weekly spend on beer
during COVID-19 has dropped, for a large, particularly during
COVID-19 peak (April – May 2020), spend increased as people began
stocking up on beer at home similar to other commodities.
Steve Blick, Ecommerce Head for Stone & Wood, said their
brewery had experienced a similar surge in online sales as a result
“Shortly after the country went into lockdown it felt like
online sales of beer was the new toilet paper and we experienced a
bit of a spike in people purchasing directly from our online store.
A lot of these people were buying beer online for the first time,
so we definitely felt the pressure to try and provide a really good
experience for them,” said Mr Blick.
To learn more about the 2020 Australian Craft Beer Survey visit:
High resolution images and interviews available on request.
Director, Beer Cartel
Phone: 0405 251 864
Email: [email protected]