Knowing the importance of both producing and selling, they rely on a different marketing, on the design of original bottles and labels and on naming their brands with sticky and original names; this in addition to taking care of the least production process detail. On the other hand, are the consumers of craft beer which is gaining more followers, regardless of age. The same is true for millennials and mature people, willing to taste the number of nuances, densities, flavors and aromas that allow multiple combinations and sensations that contribute to consumers’ enjoyment and pairing with food. Many consumers are really interested in acquire knowledge on what is they are testing and not so much in letting themselves be carried away by appearances and emotions. They are consumers looking for new products, more elaborate, finer, and something different for the palate. For producers, a more demanding consumer, offers a challenge to produce a better beer. Craft Beer | A multisensory experiencel a multisensory experience
"It's not a fad, it's something that is just beginning. The consumer culture in the country is changing; there is a lot of beer diversity now” Jaime Andreu Director Comercial de Primus 13 Flavor or fad: Why do they drink craft beer? Those who can afford between MX$60 and MX$120 for a craft beer, argue that the variety and flavor of this type of beverage is better than that of industrial beers. For the rest, even though they agree that the taste is good, they consider that the price is high. Respondents point out flavor (29%) as the main reason for consuming this type of beer, a factor that is directly related to quality (18.5%), search for something different (14%) and the naturalness of the product (10%), since craft beer obtains a unique flavor that stands out against the industrial one. However, the number of people who consider that drinking craft beer has become fashionable (6%) is becoming significant. Craft Beer | A multisensory experience
"We are stricken by the tax burden and exclusivity contracts. It's hard to sell to bars and restaurants served by the big brewers and even more so now that they bought craft breweries and included them in their porfolios. It's always hard to get in” Jesús Briseño Minerva Brewery Director 14 High prices: Why is craft beer so expensive? Why can a beer of this type cost two, three or four times more than an industrial beer? Why not lower its price? The answer lies, among other things, in taxes and cost of supplies. The respondents agree with the producers that the price is a determining factor for the sporadic consumption of craft beer, together with the fact that they consider that it is not of easy access, despite the great growth that the craft breweries have had during 2016 Craft Beer | A multisensory experience a challenge to overcome Barriers for craft beer consumption
15 The importance of knowing how to choose Choosing a good craft beer is not an easy task for respondents, the feeling that gives them to drink this
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