Knowing the importance of both producing and selling

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