Beer fans" are sophisticated, report claims
More than half of all UK beer enthusiasts are under 44, upmarket, affluent and well-educated, a new report has revealed.
The research, commissioned by the British Guild of Beer Writers, also found that half a million of the seven million "beer fans" in Britain are women.
The report suggests that "beer fans" are people who drink a wide variety of beer styles (not just lager), and are interested in quality beer and new flavours.
It also claims that beer enthusiasts are twice as likely to read papers such The Guardian, The Independent and the Financial Times, than the rest of the population.
Tim Hampson, chairman of the British Guild of Beer Writers, said: "The research buries the myth that only wine is the drink of sophistication.
"Beer is not only an equal to wine, it clearly deserves greater serious coverage by the media - especially among those papers trying to appeal to people in the 25-44 age group.
"Beer fans are into beer because they are interested in food and drink generally. They also enjoy drinking good quality wine, like new recipes, new food products and exotic dishes.
Pete Brown, founder of drinks marketing consultancy Storm Lantern, which compiled the report, said: "This research proves emphatically that having an enthusiastic appreciation of beer is mainstream - most of the people drinking speciality beers and real ales do so not because they're beer geeks, but because they are more discerning about all food and drink."
