The production of beer by microbreweries, or "craft brewing", is a very fast-growing segment both in terms of the number of producers and the volume sold. Craft brewing appeals to a wider demographic than the traditional mass-market beers which primarily target young males. (Men consume an estimated 71.5% of beer in terms of volume.) According to one expert, "The craft industry is attracting new consumers from different segments who would normally drink different things ... In other words: non-jock men and young women, who traditionally haven't been courted by beer marketers." Due to the segment's growth, the major Canadian brewers have been acquiring small, local breweries.