• The Magazine
    • Current Issue
    • Back Issues
    • Features
      • Brewing
      • People
      • Culture
      • History
      • Food
      • Travel
      • Styles
      • Homebrewing
    • Departments
      • Coming Soon
      • Columns
        • Visiting the Pub
        • Behind the Bar
        • It’s My Round
        • The Beer Enthusiast
        • The Beer Curmudgeon
        • In The Brewhouse
        • Michael Jackson
        • The Taster
        • Beyond Beer
        • Your Next Beer
        • Industry Insights
      • What’s Brewing
      • Pull Up A Stool
      • Travel
        • Beer Travelers
        • A Closer Look
        • Beer Weekend
      • Stylistically Speaking
      • Home Brewing
      • Beer Talk
      • Beer Books
  • Events
    • World Beer Festival Raleigh – July 7, 2018
    • World Beer Festival Durham – Oct. 6, 2018
    • World Beer Festival Columbia – Feb. 17, 2018
    • Event Calendar
    • Brewery Tastings & Events
    • Beer Explorer
  • Reviews
    • Staff Reviews
    • Beer Talk
    • Flights
    • Book Reviews
  • Learn
    • What is Beer?
      • Water
      • Malt
      • Hops
      • Yeast
    • Styles
      • Lagers
      • British and North American Ales
      • Belgian and Continental Ales
      • Wheat Ales
      • Stouts and Porters
      • Seasonal and Specialty
    • Glossary
  • News
    • New on the Shelves
  • Web Only
    • Blogs
      • Daniel Bradford
      • John Holl
      • Acitelli on History
      • The Beer Bible Blog
      • Bryson
    • Video
    • Photos
    • Podcasts
Menu
logo
  • Advertise with Us
  • Subscriber Services
  • Retailer Services
Give a Gift Subscribe
Visiting the Pub

On Hitting a Wall

All About Beer Magazine - Volume 35, Issue 3
July 1, 2014 By Daniel Bradford

For decades, the new breweries of the past 30 years have been driving industry growth and reviving the classic image of beer as a local product anchored in the identity of the owner. As such entities, the breweries have been sensitive to the desires of their patrons. Hundreds of breweries have opened up and millions of consumers have discovered the world of beer creativity, challenging breweries to greater discovery and innovation.

As with any consumer good, the maturation of the beer industry brings new challenges. Hundreds of new breweries are coming on line, with thousands of individuals staking their fortunes on the future of the new brewery movement. All because consumers are supporting it.

My master’s thesis revolved around small businesses in frontier Boulder, CO. At that time, Boulder had six breweries, which all vanished as the town grew. Today, Boulder—besides being the home of the Brewers Association, the industry trade organization—boasts an astounding 17 breweries.

And this is by no means unique. I’ve just come back from a whirlwind week at the annual Craft Brewers Conference (organized by the Brewers Association), where over 10,000 people attended seminars and exhibits.

There are several logical outcomes to this growth that place a lot of responsibility on the consumers’ shoulders. We—the consumers—propelled this growth, now we consumers need to manage it.

The dominant theme of the conference was beer quality. With such rapid growth, it is inevitable that some substandard beer will arrive at the pubs. When that happens, understanding what the possible problems in a beer are, and where they come from, is our task. Was there a defect in the fermentation? Not stored correctly? Out of date? Poorly cleaned draft lines?

We should learn how to recognize these problems and, helpfully, bring them to the retailer’s and brewer’s attention. There are many sources of information and education to help, such as the Cicerone program. Take being a beer lover to the next level. It’s our responsibility.

Inevitably, as the number of breweries and beers expands, there will be competition for shelf space and tap handles. There’s already some pushing and shoving as breweries jostle for valued access to you, the beer drinker. This leads some brewers to deeply discount the cost of their beer to the retailer. Make your desires heard. Help the retailers to become part of this renaissance. Keep them on their toes. Let them know you are looking for the best beers out there and not necessarily the least expensive.

Consumers created the demand for this world of exciting beers. Now we need to help keep it from hitting a wall. Get educated, get smart, and get engaged. Help retailers understand the value of quality, what a less-than-adequate beer tastes like, and that quality will always trump price.

This column appears in the July issue of All About Beer Magazine. Click here for a free trial of our next issue.

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Follow @allaboutbeer

Beer in your inbox

More Like This

  • Business for Punks: Break All The Rules—The BrewDog Way
  • Drinking Beer in Amish Country
  • Portland: A City With Many Names and More Breweries

Most Popular

  • All About Beer to Acquire Draft Publishing LLC
  • Funky Buddha Sweet Potato Casserole Strong Ale Arrives Sept. 1

The Magazine

  • Advertise with Us
  • Subscribe
  • Give a Gift
  • Staff
  • Subscriber Services
  • Retailer Services

Learn Beer

  • Reviews
  • Back Issues
  • Articles
  • Writer Guidelines
  • Internship Program

Events

  • World Beer Festival
  • Craft Beer Events
  • News

All About Beer

  • P.O. Box 110346
  • Durham, NC 27709
  • CONTACT