Half of London’s favourite alcoholic beverage is beer, according to new research from Brewhouse & Kitchen, which reveals the capital’s drinking habits.
The number of women experimenting with craft beers has jumped up to 23% from only 3% in 2009, and 70% of people believe craft beer is better than mainstream beers.
Compared with a nationwide average of 34%, Londoners are the most adventurous with their beers, with 54% stating they experiment more than they would have 10 years ago.
Millennials are almost three times more likely to be adventurous with the beer they drink than those aged 55 and over.
“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,” comments Matt Preisinger, head of marketing at Brewhouse & Kitchen.
“Despite this growth, it has always been difficult for brewers to rival the multi-national 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 that 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.”