The three largest brewing companies account for 96 percent of the beer produced in the US. True beer lovers want a more interesting, flavorful and complex brew than the mass-produced canned fizz that is fed to you via advertising. Craft Brewers are more than happy to meet this demand. More than just beer geeks making beer in their garage, the industry has established a niche in the marketplace totaling $5 billion (industry dollar volume).
Competing with the big boys of the beer world is no small task. Many craft brews work hard to celebrate who they are as a brand, as anti-mass production beer, they have a healthy chip on their shoulder the appeals to the beer aficionados. Most would say they are “in it for the beer”, and you can taste the difference. San Diego based Stone Brewing puts it right out there with their Arrogant Bastard Ale, proclaiming “You probably won’t like it. Its quite doubtful you have the taste or sophistication to be able to appreciate an ale of this quality and depth. We would suggest that you stick to safer and more familiar territory – maybe something with a multi-million dollar ad campaign aimed at convincing you its made in a little brewery, or one that implies that their tasteless fizzy yellow beer will give you more sex appeal. Perhaps you think multi-million dollar ad campaigns make beer taste better. Perhaps you’re mouthing your words as you read this.”
A craft brewer produces less than 2 million barrels annually but they offer a product with soul. Brands with core values that believe in producing world-class, award winning beers. They promote an authentic beer culture and take pride in surpassing their consumers' expectations, they are role models for American small business. And they are in your backyard, most of us live within ten miles of one of the 1,463 craft brewers in the U.S. For many Americans beer is a way of life, and quality over quantity isn’t always their concern, but many craft brews have the ability to create brand loyalty for all the right reasons.
1 comment:
I think that the Arrogant Bastard strategy is brilliant. Craft beer drinkers are often stereotyped as yuppie snobs vs. real men. Arrogant Bastard’s name pokes fun at itself, and throws down a challenge to all those manly beer drinkers. Now I want to try it.
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