Beer ranks among the most popular categories in the artisanal foods craze sweeping the U.S. over the last decade. The craft beer vertical, meaning beer produced by small, independent brewers using innovative techniques and ingredients, is so saturated with brands and brews that often a barrier exists at the points of purchase. New York-based strategic marketing and advertising agency XenoPsi recently conducted a study that looked at the beer purchasing habits of people using mobile at the shelf, finding room where beer brands can capitalize. "Craft beer marketers should take advantage of this critical point in the buying cycle to come up with creative tactics to drive their message home, reaching consumers where they're spending most of their time: on mobile," said XenoPsi president MichaelAaron Flicker.

Carlos Monteiro This story first appeared in the June 20, 2016 issue of Adweek magazine. Click here to subscribe.