(You’re Not Actually Drinking Craft Beer)
If you’re 21 or older and you like beer, you’re sure to have encountered the term “craft beer.” Whether the beer is a stout, India Pale Ale, a Saison or a hefeweizen, craft brews seem to be the currency of millennial beer drinkers looking for booze cred.
It’s with good reason, as craftbeer.com reports that craft breweries now make up 98% of all breweries in the U.S. And even though the beer market overall was down 1.2% in 2017, the craft beer segment was up 5%. One last statistic for you- The craft beer market alone generated $26 billion in 2017, making up more than 23% of all U.S. Beer Sales. In other words, craft beer has become an important part of the alcohol industry, and it doesn’t look to be slowing down any time soon.
But there is another disturbing trend developing within the craft beer world. While a lot of people claim to love craft beer, often times they only think that their beer of preference is “craft.” While everyone should drink what they like, you should be aware of whether the pint in your hand is a craft brew or not.
So what is a craft beer anyway? Because we want to do everything we can to support every craft brewery in this great country, we decided to put together this definitive guide to what craft beer is and what it isn’t.
What is Craft Beer?
According to the Brewers Association, there are three attributes that define craft brewing. Craft brewers are, by definition, small, independent and traditional. So let’s break down what those qualifications actually mean.
Requirements of a Craft Brewery
- Small:In order to be considered a small brewer, a brewery must make 6 million barrels of beer or less annually.
- Independent:A craft brewery cannot have more than 25% stake in the company owned by a non-craft brewer.
- Traditional:A craft brewery must focus on classic brewing methods. Flavored malt beverages are not beers and cannot be a focus of a craft brewery.
Common Characteristics of a Craft Brewery
In addition to these requirements, there are other characteristics that are common among craft breweries.
- Craft brewers pride themselves in innovation. That’s one of the advantages of having a small brewery. At a large brewery, it can be hard to experiment without potentially wasting large amounts of ingredients. Smaller breweries can be more daring. Sure, an experimental beer might not make it into the regular lineup, but many craft beer fans relish the opportunity to sample works in progress.
- Craft brewers also aren’t afraid to put their personality into their beer. Because this results in bold flavors and interesting combinations, some beer fans won’t fall in love with every beer from every brewer. But that diversity of flavor is what hooks beer fans. Every serious craft beer drinker has a particular beer that they love intensely, with each drinker’s tastes being as diverse as the brewers making craft beer.
- Craft brewers also tend to be invested in their communities. They care about the people around them and as such will throw charity events and community celebrations.
Top 5 Craft Breweries (By Sales Volume)
Source: (2017) Brewer’s Association
- Boston Beer Co. (pushing ‘craft’ status)
- Sierra Nevada
- New Belgium
- Devel Moorgat
Top 3 Examples of Non-Craft Breweries
& The Beers They Own That Some Think Are ‘Craft’
Source: (2018) Forbes
- Anheuser-Busch (Bud Light, Goose Island)
- MillerCoors (Blue Moon, Redd’s Cider, Terrapin beer Co)
- Constellation Brands (Corona, Modelo, Ballast Point)
History of Craft Beer
The Move from “Micro” to “Craft”
A few years ago, people spoke less about “craft” breweries and instead opted for the term microbrewer. This term was meant to distinguish the small scale brewers from “macro” brewers, such as Anheuser-Busch and Miller.
Leading the way in the micro revolution were two brewers, Boston Beer Company — which makes Sam Adams — and Sierra Nevada. Both breweries were some of the earliest adopters of the hallmarks of craft brewing and succeeded despite their small production scale.
However, as their renown grew, so too did their breweries. Despite continuing to brew beer with the same level of care, they were producing too much beer to truly be considered micro.
Drinkers who were happy to see these brewers and others succeed while continuing to adhere to highest-quality brewing principles decided to adopt the title “craft brewer”. Sam Adams and Sierra Nevada may still be under the 6 million barrel threshold, but they’re pushing the limits. Yet beer fans haven’t soured on their wonderful brews. In fact, many beer experts expect the definition of craft brewery to change as soon as Boston Beer Co. breaks the 6 million barrel threshold, as long as it does so independently while maintaining the same quality.
“Nano” Brewers Respond
However, not everyone is happy with the sliding scale of craft brewing. For some, the ability to keep beers locally focused and production small is an important aspect of the craft brewing mentality. Sure, Sam Adams may be a good beer to drink, but it’s no longer playing the same roll in beer drinking culture, they argue.
Thus, so-called nano breweries have begun to draw attention. Although there isn’t a rigid definition on how small they need to be, typically nano breweries only brew one batch at a time, and they don’t have distribution beyond local markets. The majority of their sales come either from a brew-pub or on-site beer sales, meaning you’ve to go to where the beer is made to drink or buy it.
While experimentation is a hallmark of craft brewing, the nano brewing approach amplifies the creativity. Strange ingredients that might be hard to source in larger scales can be used to create wholly new flavors. Big beers — which are intentionally higher in alcohol and require more malt — are popular among nano brewers, even though their profit margins are slimmer.
Although some may argue that Sierra Nevada and Sam Adams are no longer truly craft brewers, no one can deny that nano brewers are. And if you’re an adventurous beer drinker, nano breweries can often be the most rewarding.
Craft Breweries Being Bought by Macro Brewing Companies
This leads us to the kind of craft beer shenanigans that prompted us to write this guide in the first place. Craft beer is growing, while major brewing conglomerates are watching their sales flatten. Budweiser isn’t going out of business any time soon, but they’re seeing their market share chipped away by younger upstarts.
To stem this tide, major brewing companies, such as AB InBev (which owns Anheuser-Busch and countless other brands around the world), have decided to get into the craft beer game the only way they know how: with large piles of money.
In other words, they’re buying craft breweries and then continuing to sell their beers hoping that the consumer won’t notice.
Examples of Craft Breweries That Are Not ‘Craft’ (But People Think They Are)
- Blue Moon: owned by MillerCoors
- Shock Top: owned by Anheuser-Busch
- Goose Island: bought by Anheuser-Busch in 2011
- Magic Hat: acquired by North American Breweries in 2010 (owned by Florida Ice & Farm Co)
- Pyramid: owned by North American Breweries
- Leinenkugel: subsidiary of MillerCoors
- Olde Saratoga: owned by United Breweries Group
- Mendocino: owned by United Breweries Group
- Redhook:merged with Widmer Brothers to form Craft Brew Alliance (owned by Anheuser-Busch)
- Lagunitas: owned by Heineken
- Kona Brewing Company: bought by Craft Beer Alliance in 2010
- Elysium: bought by Anheuser-Busch in 2015
- Widmer Brothers: merged with Redhook to form Craft Brew Alliance (owned by Anheuser-Busch)
- Blue-Point Brewing Company: subsidiary of Anheuser-Busch since 2014
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One of the most famous instances of this shiftinvolves the popular Chicago brewer, Goose Island.
Goose Island was a small brewery established in 1988. They slowly grew and were a popular attraction for beer drinkers in-the-know who were traveling through the Second City.
However, in 2011, 100% of the company was bought by AB InBev. Beers that had grown popular and were brewed in either Chicago or New Hampshire could now be brewed in any Anheuser-Busch brewery. Goose Island beers could travel in the same trucks that delivered Bud Light. In other words, Goose Island sold out and could no longer be considered a craft brewery. This deal started the ‘buyout’ movement In the craft beer industry, and the founders of Goose Island are still enjoying and dealing with the repercussions, today (2016).
But they aren’t alone. Redhook, Magic Hat, Kona, Elysium and Widmer Brothers all sold portions of their company to larger macros. While many retained certain levels of independence, all exceeded that important 25% threshold required to be considered a craft brewer (defined by the Brewers Association).
Does The ‘Craft’ Beer Title Matter to Beer Drinkers
The Effects of Craft Breweries Being Bought By Macro Beer Companies
If you’ve been sipping on Redhook or Goose Islandand only now discovered that the two weren’t technically a craft beer, you’re liable to ask if the ‘craft’ label really matters. There is a lot of debate on that question. Some argue that as long as you’re enjoying your beer, you’re drinking it right. However, others fear that- even if some beers continue to be good in the short-term- the selling of craft beers to large corporations will eventually erode their quality.
Let’s return to Goose Island. When Goose Island went from being independently produced to being brewed in Anheuser-Busch’s breweries, production ramped up from 50 barrel batches to 1,000 barrel batches. Unfortunately, converting production between a 50 barrel and 1,000 barrel system requires a lot more than simply multiplying ingredients by 20.
Many fans feel like they lost some of the distinctiveness since making the switch.
However, other breweries that are technically no longer craft still retain much of their independence. Such is the case for Widmer Brothers. They still brew their beer as they have while benefiting from AB InBev’s distribution and capital. That said, just recently, Widmer Brothers announced that they’re going to start brewing certain beers within Anheuser-Busch breweries, much like Goose Island. Beer drinkers will once again have to decide if the larger scale production hurts quality.
This incremental change is what makes many craft beer drinkers so suspicious of breweries that sell out. While they may continue making high quality beer initially, the constant appeal of higher quantity batches, larger profit margins and cheaper production all work to move once beloved craft breweries into the arms of macros.
The Undercover Agents: Breweries That Never Were ‘Craft’
(But People Think They Are)
However, while some craft brewers have sold their breweries and thus lost the right to be called craft, others never were and only market themselves as if they were.
Such is the case for Shock Top. Looking at a bottle of Shock Top, with its bold design and aggressive marketing, one might easily be fooled into thinking that it’s a craft beer. And that’s what its brewer, Anheuser-Busch wants you to think.
The same can be said about Blue Moon, which is brewed by MillerCoors.
Both of these brews, along with a host of others, are another attempt by macros to infiltrate the craft beer market. Unfortunately, they’re brewed with the same approach that pushed drinkers into the arms of craft brewers in the first place. They don’t have the same depth of character and are often over-flavored with adjuncts, which are non-traditional brewing ingredients used to make beers taste less like beer. Shock Top for one offers a wide range of heavily fruited beers. While some may find that fruity sweetness as a welcome addition to otherwise bitter beer, craft beer drinkers are actually in it for the hoppiness, and prefer that their beer be free of such added sweeteners.
Why Do People Only Drink ‘Craft’?
In the end, the reason ‘beer snobs’ are so eager to seek out craft brews is because they have exacting tastes. They have developed palates that can taste quality while also picking up on those cost-cutting adjuncts that macros use to increase profits.
While the best beer is the one that you enjoy, regardless of who made it, there is a definite separation between a high-quality craft beer made with care in small batches and a large scale production beer.
Supporting Independent Business.
Millenials are seeking out and supporting small, independent or local businesses more than any generation evey before- and the craft beer industry is no exception. According to Bloomberg, 6 out of 10 beer drinkers believe a brewer’s independence is important when choosing a craft beer. Newer generations prefer to give their dollars to smaller companies, rather than large money giants.
Craft Beer Drinkers Today
So if you think you’ve been drinking craft beer, only to discover that your drink of choice is in fact a macro wolf in sheep’s clothing, be a little adventurous and order a true craft brew next time. And don’t be afraid to do a little research before heading out to the bar.
On the other hand, if you’re a bar owner looking to reach out to the beer snob crowd, why not give them the power to control their own selection? Such is the approach with the innovative PourMyBeer system, a self-serve tap system designed to give customers complete control over their orders and portion sizes.
As beer experts are always eager to try a new brew, beer sampling has become a great way to get a sense of a beer’s flavor before ordering a whole pint. Unfortunately, as craft beer drinkers increasingly ask for samples, many bars are seeing their profits decline due to serving free portions, no matter how small.
The PourMyBeer system gives customers complete control over portioning, charging them by the ounce as opposed to full pint servings. While the small samples are still very affordable for the customer, those small portions add up, helping you avoid losing money.
Additionally, craft beer drinkers like to feel in control of the beer that they drink. That’s why they don’t like macro breweries that hide adjuncts in their beer or offer brands that appear to be “craft” but are in fact far from it. The PourMyBeer system, by virtue of being self-serve, gives that same level of control to the customer. They can make their selection, pour it themselves and drink it in the glass that they prefer. No wonder craft beer drinkers are jumping at the opportunity to use this innovative beer service system.
Finally, as new beers earn reputations while others start to become less popular, the data tracking included in the PourMyBeer system will give you the information you need to make purchasing decisions, ensuring that you’ve the hottest, most popular beers in stock while helping you avoid overbuying and thus keeping stale beer on tap.
So if you’re ready to start exploring how the PourMyBeer system can help you reach the ever expanding craft beer drinking community, contact us today. No matter how big of an operation you’ve, we can provide you with a free quote.
With unrivaled ROI for a tap system installation, we are confident that our beer serving solution is best suited to help you increase profits while expanding your beer line up in an increasingly diverse and selective market.
Now that you know better, go pour yourself a true craft brew!