Date Received: 18-10-2025 / Date Accepted: 10-09-2026 / Date Published: 30-10-2026
The off-trade production and distribution of bottled craft beer through restaurant chains represent a distinctive and innovative strategy that opens new growth potential for domestic craft beer producers. This study examines the factors influencing consumers’ choice of craft beer within this specific segment. Data were collected from 287 valid survey responses using a non-probability sampling method and applying Shortened Food Choice Questionnaire (SFCQ). A restricted regression model was derived through combining Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and finally, Probit regression. The results indicate that male gender, high-school education level, and consumers’ perceptions of product attributes are statistically significant and positively associated with the likelihood of bottled craft beer consumption. The direction of the income effect remains inconclusive, except for a negative influence observed among the lower-middle-income group. These findings assist craft beer enterprises in precisely identifying their target customers and in formulating marketing and communication strategies that effectively convey the distinctive value of bottled craft beer and enhance consumers’ experiential engagement-both across the restaurant chain and among mainstream customers within the defined segment.
