Analysis of Italian craft beer consumers: preferences and purchasing behaviour

Purpose In the current landscape of the beverage market, craft beer has secured a prominent position, attracting consumers seeking high-quality products with distinctive characteristics. This study aims to identify the key drivers of consumer preferences for craft beer attributes. Design/methodology/approach Conjoint analysis and cluster segmentation were employed to analyze the preferences of 351 Italian craft beer consumers. Findings The preferences of a representative sample were analyzed to identify the utilities associated with various beer attributes, including colour, alcohol level, body, raw material origin and price. The findings indicate that colour is the most highly valued attribute, followed by price and alcohol level. Consumers prefer beers with a lighter colour, a moderate alcohol level between 5 and 7% and an affordable price. Furthermore, beers that emphasize the Italian origin of raw materials are appreciated, demonstrating a strong link with local identity. The segmentation of the sample into three clusters revealed significant differences in preferences. The first cluster preferred light beers at medium prices, the second for amber beers at low prices and the third opted for dark and full-bodied beers. Originality/value The findings of this study provide valuable insights for craft beer producers seeking to refine their marketing strategies and product development. Producers can better meet consumers’ evolving preferences by better understanding the diverse needs of consumers and optimizing their offerings in an increasingly competitive market.