Effects of COVID-19 Lockdown on Pennsylvania Craft Beer Drinkers

Information for Breweries

Amidst the COVID-19 Stay At Home orders (aka “lockdown”) across the United States, breweries have been shifting their sales business models to adapt. Since large groups can facilitate virus spread and social distancing is being practiced, brewery’s taprooms have remained closed for what feels like weeks on end. We’re in Week 6 as this article is posted. Breweries of all sizes have felt the pinch financially as a result.

To stay at least partially solvent, breweries implemented a variety of creative sales tactics. For instance:

call ahead orders with curbside pickup

online orders with shipping or pickup options

takeout only

delivery

limited food menus

discount on food if you buy beer

special releases,

limited variety packs

even toilet paper giveaways 🤣

Craftbeer.com, an online publication by the Brewers Association, posted an article highlighting a handful of breweries who have risen to the challenge to drive sales in this new buying landscape. Some breweries are hosting virtual bottleshares with their loyal customers using Zoom to stay connected and top of mind. ‘Support Local’ has been the mantra on social media posts from breweries now more than ever before.

To-go Beer is now the new normal for the foreseeable future depending in what state you live. Even as COVID-19 lockdown restrictions start to ease in phases, as it is safe to do so, a limited number of customers will be allowed inside taprooms. Gone are the days of trying to pack as many people as possible into your taproom… at least for awhile. So to-go sales will remain relevant.

It is now critical that breweries understand what it is their customers want to purchase and how they prefer to purchase the beer. Our friends at Hopalytics hosted an online survey of craft beer drinkers preferences across the U.S. Their goal is to turn the data into usable intel for breweries to make more informed decisions on what they brew as well as what factors influence their customers to buy the beer. The report even shows that craft beer drinkers are buying and consuming MORE beer than before the lockdown.

We were happy to assist Hopalytics’ efforts to collect data by encouraging our followers in Pennsylvania and throughout the Northeast to take the survey. In kind, we had exclusive access to the PA craft beer drinkers responses.

Pennsylvania Craft Beer Drinkers’ Preferences & Influencers

Hoppy beers still remain king when it comes to beer style preferred by PA craft beer drinkers. Pale Ales and IPAs make up 38.3% compared to Wheats, Lagers, Pilsners, Belgians, Stouts, Porters, Sours and Wilds.

While Pennsylvania craft beer drinkers are limiting how many different breweries they travel to to buy beer during the COVID-19 lockdown, they are willing to drive 10-20 miles away from their home to get the beer they want. They are being more selective about their purchases. And, they are staying “closer” (not necessarily “close”) to get that beer.

Loyalty to a brewery brand and proximity of the brewery to their home are 2 key factors that influence purchase by Pennsylvania craft beer drinkers. But a strong social media presence and post engagement by breweries tops the list of factors. Hey, Breweries! If you’re not already active on social media posting what you are selling, how much it costs, how it can be ordered/delivered and why your customers will like what you’re selling, then now is the time to dig in and use your Instagram, Facebook and Twitter accounts. If you’re only posting weekly, you’re doing it wrong. 😎

Beer consumption has increased since the COVID-19 lockdown. But that’s no surprise to us for a variety of reasons. Recessions in the past have notable upward trends of alcohol use. One could speculate that’s due to anxiety or depression over job loss/layoffs.

You can see from social media posts, there’s a lot of bored people out there. There’s just nowhere to go and hangout with friends safely. As a result, Pennsylvania craft beer drinkers are enjoying more brews and sharing their experiences via social media in a way to connect with others.

Also noteworthy is the trend that craft beer drinkers are now less likely to explore new beer styles (what we like to call #BeerCurious) than pre-lockdown days.

Cans still remain the preferred packaging for buying beer. 16 oz tall boys are most popular. For breweries who don’t can or bottle their beer, they’ve been filling more growlers as it’s the only method of packaging for to-go beer sales. We’ve even seen some smaller breweries run out of their own branded growlers. Other breweries who do crowler fills are finding it harder to source the cans as they deplete their inventory – but that’s a whole other conversation entirely!

Of course, with travel being restricted, less Pennsylvania craft beer drinkers are patronizing breweries that are new-to-them. They’re sticking with what they know is good. And they are holding out on exploring new breweries until the lockdown restrictions are lifted.

Craft breweries have been pushing gift card and merch purchases to Pennsylvania beer drinkers but it doesn’t seem to be as popular as hoped. They are however interested in special releases that can be secured via a breweries website.

Pennsylvania Craft Beer Drinkers vs National

The majority of the responses between Craft Beer Drinkers who live in Pennsylvania versus those across the United States are quite similar. There were, however, a few interesting points of difference:

Social media updates from breweries were the #1 most important factor for folks in PA when deciding from which craft brewery to purchase. Proximity to home was the #2 most important factor when swaying purchase. On the National level, brand loyalty was #1 and social media posts #2 most important.



for folks in PA when deciding from which craft brewery to purchase. Proximity to home was the #2 most important factor when swaying purchase. On the National level, brand loyalty was #1 and social media posts #2 most important. Preferred beer styles for PA craft beer drinkers were Pale Ales & IPAs, Hazy IPAs & NEIPAs compared to the National response of Pale Ales & IPAs, Hazy IPAs & NEIPAs, plus Stouts & Porters. Those 3 categories were neck and neck. Stouts & Porters, for PA beer drinkers, ranked lower with Sours & Wilds as well as Lagers & Pilsners. Wheats and Belgians ranked lowest preferred both nationally and in PA.



for PA craft beer drinkers were compared to the National response of Pale Ales & IPAs, Hazy IPAs & NEIPAs, plus Stouts & Porters. Those 3 categories were neck and neck. Stouts & Porters, for PA beer drinkers, ranked lower with Sours & Wilds as well as Lagers & Pilsners. Wheats and Belgians ranked lowest preferred both nationally and in PA. The number of different breweries visited by PA drinkers tapped out at 6. On the National level, 3% of respondents had been to 10 or more breweries.



by PA drinkers tapped out at 6. On the National level, 3% of respondents had been to 10 or more breweries. Fewer drinkers in PA are buying more macro beer as a result of the lockdown than the rest of the country.



as a result of the lockdown than the rest of the country. When it comes to buying brewery merchandise online since the lockdown started, slightly fewer PA drinkers had done so compared to the national response.

FREE National Report

Tips for Selling Beer Curbside

Hopalytics also has put together 15 things breweries should consider doing for selling curbside.

The Brewers Association also has To-Go Beer Best Practices for download.

About the Report

This report is based on response to the Hopalytics “COVID-19 lockdown craft beer drinkers survey”; which ran over 5 days from April 7 – 12, 2020. The survey was promoted to craft beer drinkers across the US through social media, email and paid advertising.

About Hopalytics

Hopalytics is an independent data analytics project not tied to any brewery or brewing industry organization. At its core, the Hopalytics project believes that greater access to data, information and analysis for both consumers and brewers is key in helping the growth of independent craft beer: www.hopalytics.com