The alcoholic drinks industry has been urged to define what it means by the term ‘craft’ after new research revealed that many Brits were left baffled by the phrase.
Of 1,928 internet users polled by analysts Mintel, almost one third (30%) confessed to being unsure of the meaning, even though 38% had purchased this type of alcoholic drink in the three months to November 2015.
A further third claimed it was hard to distinguish which brands were ‘craft’.
Of the 1,048 beer-buying respondents, 41% believed consumers often got less for their money with alcoholic craft drinks, demonstrating a need for the trade to ‘prove’ its value, the Attitudes Towards Craft Alcoholic Drinks UK 2016 report said.
More than a quarter (29%) of beer buyers were not willing to break the £2 mark for a 500ml bottle of craft beer for drinking at home, with those in Northern England and the South West/Wales the least likely to spend £2 or more, the report found.
“Consumers are likely to become increasingly demanding of brands which claim to be ‘craft’, and the onus is on these brands to ensure that they can provide clear evidence of their craft credentials,” said Chris Wisson, senior drinks analyst at Mintel.
“The uncertainty around the term dilutes its ability to differentiate brands or justify a higher price. This suggests the need to reference other, more tangible points of difference to capture customers’ attention.”