Using food choice questionnaire to explain Millennials’ attitudes towards craft beer

This study investigated the relationship between Millennials’ attitudes towards drinking craft beer and food choice factors grounding Food Choice Questionnaire (FCQ) to explore consumer priorities concerns this alcoholic beverage. A survey was administered online five thematic groups on Facebook (N = 273 enthusiasts), including FCQ’s items assessing beers. Correlation analysis after defining factor structure of FCQ that best describes sample indicated sensorial appeal, mood (online)convenience had a positive association with attitude beer; weight control, instead, discourages consumers’ beer. Results confirmed validity pinpointed as breweries must consider these both in designing their products tailoring communications strategies.