I heard y'all like hops...

 

While conducting market research of the craft beer industry for graduate school, I came to an understanding that can best be summarized as follows:

 

Add some hops to your desired taste, then add more hops. Once you think you have added enough hops, add more hops.

 

With that being said, my graduate school study demonstrates a direct and significant correlation between dry hopping & complex flavor with average weekly consumption of craft beer. Research conducted by Gabrielyan, McCluskey, Marsh, & Ross (2014) highlights the effects of sensory characteristic on consumers' willing to pay for beer. This study confirmed taste and hoppiness had the greatest and most positive influence on willingness to pay.

 

With this information, it can be assumed that current trends of the craft beer industry would shift towards hoppy, complex, full tasting beer as market perceptions shift with ever-changing demands.

 

My craft beer study titled Important Attributes Related to Craft Beer Consumption was presented at a peer reviewed research conference in Philadelphia. The purpose of this research was to examine the emerging and fast growing craft beer industry from a consumer preference perspective. This study has shed some light on ways to facillitate a better understanding of craft beer consumers.

The research was designed, conducted, and presented in Dr. David Njite’s Research Methods course at the University of New Orleans.  Many colleagues, friends, and family members assisted with completion of this study which included 16 in depth interviews that aided in the generation of a consumer survey that received 290 valid respondents. With the guidance and refinement of the survey data by Dr. Njite and Dr. Harsha Chacko, a finalized version of the paper was submitted for peer review.  The research paper was well received during the peer evaluation and I was asked to present the results at the 21st Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism.  The conference was hosted by Temple University in Philadelphia, PA on January 7 - 9, 2016.  

I was honored to be asked to present my research findings at this year’s conference.  The organizers went an extra step to match my presentation with a group of graduate students that were also conducting studies on consumer behavior related to alcoholic beverages.  This created an exciting environment of young and engaged researchers within a common field of study.  The section presenters and summary of research is listed below.

 

IMPORTANT ATTRIBUTES RELATED TO CRAFT BEER CONSUMPTION
Karl Hartdegen of the University of New Orleans
This research determined that four variables: dry hopped, fruit beer, complex character and marketing had a significant influence on the consumption of craft beer. Two variables, dry hopped and complex character, had a positive influence on the likelihood of craft beer consumption. On the other hand, two variables, fruit beer and marketing had a negative influence on the intention to consume craft beer. These research findings are beneficial for hospitality and tourism researchers, planners, owners, operators, or managers when developing product and marketing strategies.

 

CRAFT BEER DRINKERS’ MOTIVATIONS: AN EXPLORATORY STUDY

Scott Taylor of the University of South Carolina

This study provides a baseline look at how motivational factors related to neolocalism, push/pull theory, hedonic consumption and TPB are impacting microbrewery visitors. Microbreweries that use their connection with the local community while providing an enjoyable experience that allows guests to try local beers at the place of production are more likely to gain repeat guests.

 

WINE CHOOSING CRITERIA BASED ON INVOLVEMENT OF MICHIGAN RESIDENTS  

Yizhi Li of the Ohio State University

This research indicates that Michigan wine enthusiasts (high involvement consumers) consider sensory attributes more critical than nonsensory attributes, among which grape variety is the most important followed by aroma/bouquet, and food pairing.

 

Please contact me if you wish to read the abstract or formal paper.  

 

Karl S. Hartdegen

Brewer - Crescent City Brewhouse

M.S. Hospitality and Tourism Management - University of New Orleans

B.S. Biological Sciences - Louisiana State University

Cicerone Program Certified Beer Server

If you have questions or comments, please contact brewer@ccbno.com