Irish consumers are becoming increasingly knowledgeable of the different tastes and varieties of beer, according to research commissioned by the Brussels-based group by the Brewers of Europe and released by Drinks Ireland|Beer.
The "Beer Image Tracker", which was conducted by research and insights company The Reputations Institute, found that 70% of Irish diners want to see beer menus when they go out for meals, which is an increase of 7% from 2017.
The "Beer Image Tracker" measures insights and perceptions of beer using a 900-respondent sample. The tracker was conducted through an online study.
Other data shows that Irish consumers want to increase their knowledge of different varieties of beer, with 58% saying that they want to learn more about appropriate pairing of beer with certain foods. This compares to 45% in 2017.
Meanwhile, 48% of Irish consumers are likely to change the beers that they buy depending on the season or the time of the year, which is an increase of 8% in two years, according to the research.
"Becoming More Savvy"
Head of Drinks Ireland|Beer Jonathan McDade stated, "Irish consumers are becoming more savvy about what they're buying, and this report highlights the long-term market trend to increased sophistication in purchasing habits. Beer is Ireland's favourite alcohol beverage, but it's clear that quality and taste is being prioritised over quantity. This is exemplified in the fact that 55% of people pairs food and beer when eating out, compared to 37% when eating at home.
"There is a huge amount of Irish-made beer products now available on the market, and consumer appetites will continue to drive increased diversification. We'd encourage anyone who is dining out to consider some of the great products available from Ireland's beer sector."
© 2020 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.
