AHS-P1-1. Beer Consumption in the United Kingdom
Faculty Mentor: Kimberly Nehls, Ph.D.3
1Lee Business School, Department of Management, Entrepreneurship, and Technology
2Lee Business School, Department of Finance
3Lee Business School, Department of Marketing and International Business
It is said that alcohol is an important part of British culture and tradition. Britons seem to drink regardless of the time of day and/or the company they are with. We looked into the most popular beer categories in the United Kingdom to determine why some beers are far more popular than others. Our research suggests that there are various factors that play into WHY a particular beer is chosen for consumption.
We collected data from interviews conducted by The Society of Independent Brewers (SIBA) to distinguish what their favorite type of beer is, why they choose to consume that beer, where their favorite location to consume beer is, and the relationship between price and quality. We used various methods of data collection such as graphs and interviews that were taken through the British Beer Pub Association. The analytics provided us with an understanding as to why certain beers are favored and how that impacts the drinking culture in the United Kingdom.
We are continuing to collect data in order to come to a conclusion.
Our research contributes to the understanding of the beer industry and different markets in not only the United Kingdom, but also all over the world. The implications of this research suggests a growing trend in consumer individuality and consciousness and the role of established culture and tradition when choosing beer for consumption. We believe firms, supplied with this knowledge, can use this to predict trends and market their product more effectively and efficiently.
Dr. Kimberly Nehls | Lee Business School
Dylan Orlando | Lee Business School
Jordan Brickman | Lee Business School
Kayla Chatwin | Lee Business School
Teilor Appleyard | Lee Business School