As the craft beer industry continues to grow, so do the options available in the beer aisle. From tweaked traditional styles to completely new options, brewers are no longer limited to using traditional hops and barley and consumers can enjoy the flavors that appeal to their personal tastes.

That said, neither brewers nor consumers have an infinite capacity for more and more. So, where does that leave us?

It all comes down to knowing what the people want to drink!

While men are still the predominant beer drinkers, accounting for two-thirds of overall beer consumption, more and more women are growing partial to beer thanks to the craft sub-category.

With new offerings like hard ciders, root beers, sodas and seltzers, beer’s appeal has broadened to adult beverage drinkers who have historically opted for something other than a can of traditional lager.

In a Harris Poll survey conducted from Nov. 20-30, 2015, males responded with a higher preference for 75% of 37 different craft styles. A select group of varieties, however, were preferable among more women than men, seven of which are listed in the chart below.

Of these seven craft styles preferred by more women than men, six are among the top 20 growth performers.

Gender isn’t the only factor to consider when it comes to adult beverage popularity. Age and location impact preference as well.

A recent craft beer survey conducted by nielsen found that the most adventurous consumers, those whose style preferences are most varied, are between the ages of 35-44, while the least are those between the ages of 21-34.

There was common ground among all age groups, however: amber lager and pale ale were most preferred by all.

In terms of region, craft beer drinkers in the Midwest and West have the widest range of style preferences. However, while 50% of Midwesterners say amber lagers are among their favorite styles, 50% of Westerners list pale lager among their favorites.

As is most often the case, craft beer preferences are definitely varied, but there are also some consistent similarities. This goes to show that in the end, the key to success really is knowing the consumer inside and out.

Want more? Get all the insights about craft beer preference on nielsen →