Research commissioned by Brewhouse & Kitchen, which included 2,000 UK adults, discovered almost half of Londoners (48%) said their favourite alcoholic beverage was beer and 53% drink more alternative styles of beer now than they did a decade ago.
Almost half (46%) found alternative styles of beer rather than standard lagers more exciting and 41% claimed that, as a style of beer, lager is a dated and boring option.
Nearly a quarter (23%) of women are now trying more alternative styles of beer than they would have 10 years ago.
Craft beer has increased in popularity consistently across the nation according to Brewhouse & Kitchen, especially among Millennials, who have found the market to be more exciting than their previous generations. Millennials are also almost three times more likely to be adventurous with the beer they drink than those aged 55 and over.
The pub group also stated craft beer sales have grown the fastest of any beer category – increasing by 48% with in the past 12 months.
Brewhouse & Kitchen head of marketing Matt Preisinger said: “The craft beer market is fast becoming an important force driving growth in the hospitality sector, bringing with it a new wave of pubs and bars.
“Despite this growth, it has always been difficult for brewers to rival the multinational companies that have become staples in our homes, restaurants, pubs and supermarkets.
“Beer brewing styles have been fairly static until the craft beer revolution but now, with millions agreeing they sample and enjoy many more styles regularly, a space has opened for more adventurous styles to succeed.
“This research is a welcome boost to the market and proves that craft beer and brewing is ready to compete on an international level.”