Original article by Roy Morgan Research
Market Research Update – Page: Online : 23-Jul-14

A Roy Morgan Single Source survey has found that 5.7 per cent of Australians aged +18 consumed local craft beer in an average four-week period in the year to March 2014. This compares with 3.5 per cent in the year to March 2010. The number of Australians who consume local mainstream beer in an average four weeks has fallen from 36.7 per cent to 31.9 per cent over the same period. Roy Morgan Research’s Angela Smith says the Helix Personas consumer profiling tool shows that members of the Metrotech community in particular are heavily represented among craft beer drinkers

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