“We have been able to produce new styles and flavors, and even smaller-batch experimental brews with Budweiser Project 12, which have excited consumers and showcased our brewmasters’ talents,” says Greg McLeod, vice president, trade marketing-grocery for the St. Well-established brewers such as Anheuser-Busch InBev have utilized the craft beer trend to drive creativity and growth within their own companies. No longer is beer just the beverage of the man cave, but rather an accepted and celebrated component of any occasion. Beer used to be something that you had to accompany a meal, but now people are really considering it to a be a part of the meal in a fashion reminiscent of what happened with California wines in the 1980s.”Ĭicerones, the beer equivalent of a sommelier, are popping up at renowned restaurants across the country and craft breweries are looking to strengthen the relationship between their creations and the meals they accompany. “I think craft beer is starting to be regarded as a main part of the gustatory experience. “We are enjoying an upsurge in consumer interest, refinement and education,” says Jaime Schier, director of quality at Boston-based Harpoon Brewery. beer industry, the category has been able to stabilize the overall beer industry, which has experienced volume declines in the domestic and imported categories since 2008,” says Jennifer Zegler, beverage analyst at Mintel. “While the craft and craft-style beer category remains a small segment of the $78 billion U.S. Mintel, a Chicago-based research firm, forecasts the segment to grow to $18 million by 2017-which would nearly triple sales for the decade between 20. Industry research shows that sales of craft beer nearly doubled between 20, increasing from $5.7 billion in 2007 to $12 billion in 2012. It is clear that drinkers are looking to explore new flavors and styles of beverages. Within the beer category, the craft, domestic specialty and hard cider segments have grown much faster than the overall category, industry observers say. Tenth and Blake is the Chicago-based craft and import division of MillerCoors. Thanks to the renaissance of craft there’s a lot of excitement in the industry and more people are beginning to understand the beauty of beer,” says Tom Cardella, president and CEO of Tenth and Blake Beer Co. “There’s never been a better time to be a beer drinker and there’s never been a better time to be a brewer. Thanks to an abundance of consumer interest and education, there are now more craft beers available to retailers and consumers than ever before. In recent years, craft brewing has become a growing force in the beer industry. Ninety-nine bottles of beer on the wall, ninety-nine bottles of beer… Take one down… and there is a chance that beer has come from a craft brewery. Though still a niche segment, craft beer sales continue to rise.
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