LAUSR

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