Consumer perception and label evaluation of craft beer in Brazil: A mixed-method study on preferences, packaging, and purchase drivers

• Craft beer consumers value label clarity, style, and storytelling appeal. • Visual and emotional cues on labels drive purchase decisions in this market. • K-means clustering identified three distinct consumer segments. • Label color and packaging format impact perceived quality and product identity. • Younger, educated males are the primary target group for craft beer marketing. The craft beer market has been rapidly expanding worldwide, driven by consumer demand for unique sensory experiences, authenticity, and distinctive packaging. However, limited evidence exists on consumer perceptions in Latin America, particularly in Brazil, where the sector has grown significantly in recent years. This study aimed to characterize Brazilian craft beer consumers and evaluate their perceptions of label and packaging attributes through a mixed-methods approach. A quantitative survey was conducted between March 2024 and May 2025 with 90 respondents, followed by three focus groups (26 participants) in November and December 2024. Survey results revealed a predominantly young, educated, and male profile, with frequent consumption of specialty beers and diverse preferences regarding styles, price, and packaging formats. K-Means clustering and PCA identified three consumer segments: Enthusiasts (38%), who value authenticity, premium styles, and detailed packaging; Balanced (40%), who integrate style and price considerations, favoring modern and informative labels; and Pragmatics (22%), who are more price-sensitive and prefer minimalist packaging. Focus group discussions reinforced these clusters and highlighted three major drivers of purchase intention: clarity of label information, visual identity and storytelling, and alignment with consumer values such as authenticity and accessibility. Practical implications include the need for breweries to design differentiated packaging strategies for distinct consumer segments, while theoretical contributions advance knowledge of consumer behavior in emerging craft beer markets. Limitations of sample size and representativeness suggest avenues for future research.