Survey: Changing Tastes Good for Craft, but Price is Prickly

Dear Client:Consumer Edge Insight president David Decker outlined research on the category's challenges at last week's Beer Industry Summit. Among the more craft-centric highlights: They surveyed attitudes towards trade up and found that "Many people are disposed toward trading up to premium brands of beer": 38% like to treat themselves to higher quality brands of beer, while 26% at least "believed higher priced brands are usually better than lower priced brands. " Still, willingness to trade up is much less