There’s a bit of spin happening in this press release that summarizes the findings of a recent survey conducted by SaveOnBrew.com. Here’s the beginning of the release (emphasis mine):
One in four beer drinkers say price matters when it comes to craft beer. A recent survey of 1,000 craft brew enthusiasts conducted by SaveOnBrew.com looked at attitudes and trends of beer buyers. While 95 percent of craft brew drinkers confess to having purchased an “exorbitantly high” beer on occasion, there seems to be a rising number of craft beer fans who want “an honest brew for a fair price.”
“Truth be told, we were genuinely surprised so many people cared about beer price when buying craft brew,” admits SaveOnBrew founder, Mark Davidson. “There’s a perception of craft beer drinkers that it’s always ‘Spare no expense. Find me the best.’ Yet, our survey found that to be simply not true.”
Hold on a minute, Mr. SaveOnBeer guy. You said “simply not true” when you should have said “overwhelmingly correct.” If 25% of craft beer buyers are price sensitive, that means that 75% of craft beer buyers do indeed have a ‘spare no expense, find me the best’ attitude. If this were an election, that would be a landslide.
Add in the fact that 950 out of the 1,000 people surveyed (that’s 95% for our readers who studied New Math) have purchased an “exorbitantly high” beer on occasion, and I think it’s clear that prices isn’t the driving factor in craft beer buying decisions.
I get it that your web site is designed around the idea that people want to Save On Brew, and that you went through the time and expense of running this survey, but don’t lead with a weak statistic just because it’s the one that most benefits YOU. Instead, why not lead with one of these other compelling stats:
Other survey findings include the following:
- 56 percent of craft brew drinkers buy beer from a specialty shop they know carries a great selection.
- 89 percent of craft beer drinkers say it’s often “difficult” to find the beers they are interested in.
- Price aside, craft beer drinkers rate: Drinkability, Freshness, and Accessibility high on their wish lists.
- They ranked factors like Label Artwork, Name and Uniqueness lower on their list of values.
- 97 percent of craft brew drinkers said at least one of their purchases was directly influenced by a blog, ad, or social media post this year.
Wait, none of those stats are compelling, are they? Except for the last one, which makes me feel like a power playa. That’s right, bloggerz rule!!
Anyway, I found it funny that this press release so blatantly bends the truth right there in the first two paragraphs, especially when you consider that the survey happened on SaveOnBrew.com, a website dedicated to thrifty beer buyers. If only 25% of THAT audience cares about price, what do you think that statistic would look like on BeerAdvocate or Rate Beer?