Are We Changing Our Beer Buying Habits?

Coron… no, I won’t say it - it doesn’t deserve to be mentioned in name and we hear enough of it every day anyway. But we can’t deny the monumental impact it has had on our lives. Not just for the day-to-day, but there are going to be far-reaching consequences which span a much greater time period than when the lockdown finally ends; as a nation, and as a small business, we need to make plans and contingencies on how to move forward, constantly adapting so that we can stay afloat.

You see on the news how people have changed their daily habits in a mammoth push to eliminate our invisible foe - everything from shopping to exercising, cleaning and communicating. But what we really want to talk about is shopping. As soon as this all kicked off, every brewery across the country has been run off their feet in an attempt to establish a beer delivery system of some kind if they didn’t already have one in place. It is the only way many breweries have been able to keep their head above water and some haven’t even had the means to do this - it simply isn’t possible for some who only deal in the cask or keg sector - cans are the key to the present and future of the brewing industry.

As a result, those who have had the means to can their own beer have still been able to get their product out and potentially more importantly, their brand. Particularly for a brewery like ourselves, this has proved a perfect opportunity to gain extra eyes on our brand as well as sell some beer and as per usual, word of mouth is the best form of marketing; one person buys our beer in lockdown, they tell their friend about us, then they tell their friend… as long as the product is good, this will happen naturally.

But in some ways, this whole situation has played into the hands of small breweries. Recent times have seen more progressive thinking in terms of where and how we buy our products, with people wanting to know where things have come from and how ethically they have been produced, and due to the current crisis, people are becoming even more inclined to shop in this way to support small, neighbourhood businesses that really need the help. As long as breweries can get their name out there via social media platforms, locals will show interest and put their hard earned cash back into their community. There’s something inherently special about buying a local product too which carries its own appeal - it feels more connected to you and your community because you are familiar with where it has been made and possibly even the people who have made it.

How Might Habits Change?

The emergence of beer subscription services has revolutionised the industry without a doubt and has created another outlet for breweries to be heard and seen by those who might not otherwise come across them. What’s more is that people don’t necessarily want 24 of the same beer in a crate from the supermarket - they want choice, they want diversity, they want different. Perhaps all that has gone on will perpetuate this more considered method of buying beer and people will continue to purchase directly from the brewery itself. Most breweries who can their beer are able to deliver locally as well as ship nationwide, so there is nothing stopping us from broadening our horizons and discovering fantastic new breweries all over the UK, it just means a little leg work. 2017 saw the total number of breweries in the UK reach the 2000 mark and whilst this may have dwindled slightly with the craft beer ‘gold rush’ considered over, it still proves there is huge choice available when it comes to selecting your brew.

Personally, I enjoy coming across new breweries on social media, doing a little research and seeing what they’re all about, and if I like what I find, I might be inclined to order a batch directly from them. Even if the beer isn’t the best brew you’ve ever tasted, at least you’ve supported a small business and contributed to the UK brewing economy. Saying that, you can pretty much guarantee that anything you purchase directly from an independent craft brewery is going to be better or more interesting than what you can find in the local supermarket. Yes, of course the craft market has slowly been seeping into supermarkets over the last few years and there is quality to be found there - but what beats beer straight from the source?

It would be nice to think that this is what the future of beer buying might look like, at least until breweries can get back on their feet and recover from… the crisis. I think it has opened people’s eyes to just how much choice and quality there is out there and most importantly, why should we settle for anything less?