【龙腾网】生啤或精酿啤酒口感是否会更好，消费者愿意支付更高价格吗？

Craft beer’s popularity has exploded in the U.S. in recent decades, leading to soaring production and the creation of thousands of new breweries.

近几十年来，精酿啤酒在美国的受欢迎程度呈爆炸式增长，产量飙升，并催生了数千家新酿酒厂。

Much of that growth has come at the expense of traditional brewing giants like Anheuser-Busch InBev and MillerCoors.

这种增长在很大程度上是以安海斯-布希英博(Anheuser-Busch InBev)和米勒康胜(MillerCoors)等传统啤酒巨头的损失为代价的。

（注：精酿啤酒用来区别于大部分常见的工业啤酒［青岛、雪花、燕京、百威、喜力、嘉士伯］。这和其口味是苦是甜，是香是酸，酒精度的高低与否，并没有直接关系）

Setting the scene

设置场景

The scene of my experiment was a bar, University of Beer, in the college town of Davis, California, where I study. Over the course of more than a month, I recruited 301 patrons of the bar for my experiment.

我实验的场景是一个酒吧，啤酒大学，在加州戴维斯大学城，我在那里学习。在一个多月的时间里，我招募了301名酒吧顾客来做我的实验。

Participants began the experiment by selecting the beer they would most like to order from the venue’s rotating list of 60 brews on tap. Then I presented them with a list of 10 randomly selected beers from the menu.

实验开始时，参与者从60种啤酒中选择他们最想点的啤酒。然后我从菜单上随机挑选了10种啤酒，给他们看。

For each, I asked participants what they’d be willing to pay for the random beer so that they wouldn’t care whether they received it or their original selection – that is, whatever price would make them happy with either choice.

对于每一种，我都问参与者愿意为随机购买的啤酒支付多少钱，这样他们就不在乎是收到了它还是他们最初的选择——也就是说，无论价格如何，他们都会对这两种选择感到满意。

Participant responses revealed an array of “local” qualifiers – proximity was included in most definitions but some also cited production size or brewery ownership.

参与者的回答显示了一系列“本地”限定词——大多数定义中都包含了接近性，但也有一些定义提到了生产规模或啤酒厂所有权。

Frequently, a participant’s definition of “local” was inconsistent with the beers they actually deemed “local.”

通常，参与者对“本地”的定义与他们实际认为的“本地”啤酒不一致。

To circumvent these inconsistencies, I did not adopt a universal definition of the term. Instead, a beer was considered “local” if an individual identified it as such.

为了避免这些不一致，我没有采用这个术语的普遍定义。相反，如果一个人认为啤酒是“本地的”，那么它就被认为是“本地的”。

I also needed to separate “beer geeks” from average consumers.

我还需要把“啤酒怪才”和普通消费者区分开来。

Not everyone is equally enthusiastic about craft beer. Some care deeply about their beer, such as where it comes from and who produces it. Others simply want something tasty.

并不是每个人都对精酿啤酒有同样的热情。有些人非常关心他们的啤酒，比如它来自哪里，谁生产。其他人只是想要一些好喝的东西。

I hypothesized that these different types of consumers would likely have distinct preferences for craft versus macro and local versus non-local beer. To identify and sort participants, I administered a quiz at the end of the experiment to test their knowledge of craft brewery locations and ownership.

我假设，这些不同类型的消费者可能对精酿啤酒和宏酿啤酒、本地啤酒和非本地啤酒有不同的偏好。为了识别和分类参与者，我在实验结束时进行了一个测试，以测试他们对手工酿酒厂的位置和所有权的了解。

Putting a price on local beer

给本地啤酒定价

My findings unequivocally show that consumers prefer local beer – however they define it.

我的研究结果明确表明，无论消费者如何定义，他们都更喜欢本地啤酒。

But how much do they prefer it – that is, how much are they willing to pay extra to have a local over a non-local brew?

但是他们更喜欢喝多少呢?也就是说，比起非本地的啤酒，他们愿意多花多少钱来买一杯本地的呢?

Unfortunately I have to give a boring economist’s answer: That depends.

不幸的是，我不得不给出一个无聊的经济学家的答案：这要视情况而定。

Finally, do “crafty” beers that are owned by Big Beer fetch the same premium as certified craft beer? Typically, no.

最后，大型啤酒公司生产的“精酿”啤酒是否能与经过认证的精酿啤酒获得同样的溢价?通常,并不会。

Of the Big Beer companies, I found that only Founders Brewing Company, now partially owned by Mahou San Miguel, was able to extract premiums from consumers similar to the ones independent craft brews obtained.

在大型啤酒公司中，我发现只有创始者酿造公司(Founders Brewing Company)能够从消费者那里获得与独立精酿啤酒类似的溢价，而该公司目前由玛侯啤酒部分拥有。

The other “crafty” beers in my study, however, couldn’t command the same premiums. In fact, I found that consumers wanted to pay $0.72 to $1.04 less per pint for a craft beers owned by other Big Beer companies relative to one owned by an independent brewery.

然而在我的研究中，其他“精酿”啤酒却不能获得同样的溢价。事实上，我发现，相对于一家独立啤酒厂拥有的精酿啤酒，其他大型啤酒公司拥有的“精酿啤酒”，消费者希望每品脱少花0.72美元至1.04美元。

So unless you’re a beer geek like me, you probably don’t care if your artisanal ale is “Brewer’s Association certified craft.” But beer geek or not, when drinking your favorite type of ale or lager, you probably prefer that Big Beer doesn’t brew it.

所以，除非你是像我这样的啤酒迷，否则你可能不在乎你的啤酒是否是“啤酒商协会认证的精酿啤酒”。

评论翻译

原创翻译：龙腾网 http://www.ltaaa.com 转载请注明出处


Andrew Shead
Where I live used to be a wasteland as far as beer is concerned when I had to brew my own. Since then things have changed. Now we have a dozen or more local breweries. Also, we get a lot of good import beer for which I am prepared to pay a premium like Fullers ESB, and a variety from Innes & Gunn.

就啤酒而言，我生活的地方曾经是一片荒地，当时我不得不自己酿造啤酒。从那时起，一切都变了。现在我们有十几家本地酿酒厂。此外，我们还有很多进口的好啤酒，我准备为此支付额外的费用，如Fullers ESB和Innes&Gunn的各种啤酒。

JBBH
logged in via Twitter
How can I get a job like yours?

我怎么才能找到像你这样的工作呢?

Eric Smith
Being an Australian I can’t bring myself to drink anything made or owned by Carlton United Breweries, who themselves are owned by A-B InBev. Their profits typically exceed $2 billion every financial year but they pay no corporate tax in Australia.

作为一个澳大利亚人，我不能让自己喝任何由卡尔顿联合酿酒厂（Carlton United Breweries）生产或拥有的饮料，因为他们自己也属于百威英博(AB InBev) 。他们的利润通常在每个财政年度超过20亿美元，但在澳大利亚他们不缴纳公司税。