Millennials prefer craft beer

Second only to my love of wine is my love of beer, craft beer in fact. I love it so much that I will go out of my way to find it. Just a few weekends ago, my fellow Canadian Millennial team member, Alex Monk, and I crossed into Gatineau for the Winter BeerFest to get our hands on some craft breweries that we would never see here in Ontario. It was the same story over the Christmas holidays, when I spent a few days checking out the craft breweries in the Golden horseshoe, like Cameron’s and Nickel Brook.

I’m not alone, Canadian Millennials have a love for craft beer, in a recent Abacus Data report more than a quarter of Millennials who drink beer (28%) said that they preferred to drink craft beer over the large breweries. Furthermore, of these craft beer drinkers, three-fifths (60%) said they would go out of their way to find craft beers they wanted.

Craft brewing has many elements of a community that Millennials like to belong to. The uniqueness and personalized feeling that comes from craft brewing creates strong brand identities that Millennials like to connect with. Also, with the wide array of craft beers that are coming available, and the tendency to socially gather around alcohol, craft beers give Millennials a device to make them stand out in a crowd. Millennials also have the tendency to favour locally produced goods, and goods that have been produced with locally sourced products, as is typical with the craft beer market. Beers that are made in small batches, take on identities of their own that Millennials can form bonds with, the beers almost become friends. And I know I would always go out of my way for a friend.


Jonathan Nadeau is an Analyst at Abacus Data, a Telfer entrepreneurship student, and a self proclaimed Cork Dork working on his Sommelier certification.

Contact Jonathan Nadeau:

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E: jonathan@abacusdata.ca

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