Beer is awesome, and craft beer is the current daddy of beers, the micro-brewing movement began in the UK in the 1970's and is flourishing today, with some great tipples coming from all around the world.
With supermarkets devoting more and more shelf space to these cheeky little brews the likes of JD Wetherspoons embracing the indys and more beer taps opening up in town every week it's a time for celebration for hops and bubbles.
But has craft beer crossed from fad, to trend, to main stream to established product now or is it still shaky?
I have previously worked with the very nice team at BeerHeroes.com
The team there are under no illusion as to the challenges facing the market. There is the need to create a new audience by encouraging fans of lagers and ales to sample an alternative, then there is the competition. Almost overnight craft beer was everywhere and everyone wanted a slice. The challenge to them is standing out from the crowd and being able to continue making a profit. Positive relationships direct with the brewers goes a long way here for them.
Then there is the market itself. Already hot on the heels of craft beer, came gin parlours, whiskey rooms in fact if something isn't craft or made by people with excellent facial hair then you have to now question the quality. Imitation is the strongest form of flattery, it shows you're doing something right. It makes me think of one of my favourite episodes of The Simpsons, Flaming Moe's when Homer gives away the recipe to the bartenders drink, suddenly the market is flooded with imitations and copycats. That is kind of like what's happening in the craft beer world, Everyone is jumping on board but only time will sort the wheat from the chaff, or in this instance the hop from the strig (that's the stalk).
Long may craft beer remain popular, these are people who are truly passionate about their product and as micro-breweries they are flexible enough to be reactive and responsive to their market and able to create some great eye catching marketing campaigns.
Now that the big boys are recognising the threat with the sale of Goose Island to Anheuser-Busch hopefully there is a long term place for these brews on the shelves but will it lead to the survival of the fittest?
留言