Major Brewery vs Microbrewery
For the last couple of decades in the US, there has been a movement or revolution within the beer industry. Could this revolution be the beginning of the end for the Major Breweries and their "favorite" brews? Are beer sales going up or down in todays economy? It depends on who you ask. Some small brewers say they are having a hard time keeping up with consumer demand, while a Major Brewer recently announced a decrease in quarterly sales, which they blame on the recession.
Theres a grass roots movement in the Microbreweries, Brewpubs and Homebrew Shops in America. These Microbreweries and Brewpubs are essentially carrying on the European tradition of locally brewed beer where small brewers are present in every town. The grass root movement in America stems from an increased interest and or demand for something other than the selection of beer from decades past. Todays consumer is smarter and more informed than their predecessors and their tastes are changing. To meet this demand is a daunting task. And staying ahead of the consumer has always been a challenge, in good markets or bad. As a result, beer in America is once again being brewed locally as it was in our storied history. Are we giving up a tradition or are we going back to one?
Recently a Major Brewer stated that their sales have fallen off "unexpectedly" in the last quarter of 2008 as compared to the last quarter of 2007. While there was a drop in sales volume, we all suspect there was not a corresponding drop in revenue as wholesale beer prices increased twice in 2008. Their explanation for this decrease in sales is due to the global recession. While this may be true for the Major Brewers, this consumer is not entirely convinced its a result of the recession. The Last Chance Tavern and Grill, http://www.thelastchance.net, located in Grand Rapids, MI., is a prime example. While the domestic beer sales at The Last Chance have remained relatively steady, there has increase in the sales of Microbrews. One year ago, there was 5 Micros, 6 imports and 5 domestics on tap. At the time of this writing, 12 of the 16 tap handles at The Last Chance have Microbrews, with 3 domestics and 1 import. In a discussion with the owner, his intent is to put Micros on all 16 handles. Also discussed is adding an additional 4 handles to make it an even 20. His goal is to promote Microbrews in general and specifically local Micros. If and when this happens, you will still be able to get a Major Brew, but only in a bottle. While The Last Chance is but one establishment, consider the implications of this happening across the states. So far this year, the owner of The Chance has attended 2 beer shows and a beer festival in search of Microbrew beer opportunities, and its only the first quarter of 2009. There are also plans to attend the beer festival in July. On top of that, he has made numerous phone calls to the breweries regarding upcoming seasonal selections. It is this consumers belief that the Major Brewers are seeing a decline in sales because of the surge in the sheer number of Microbreweries across the US. There are over 230 Breweries, Brewpubs or Homebrew Shops in California alone! This is a remarkable number. Research reveals that every state in the union, including Washington DC, is represented by either a Brewery, Brewpub, or a Homebrew Shop. Is it any wonder that the Major Brewers are seeing a decline in sales?
If the 2009 Winter Beer Festival held recently in Grand Rapids is any indication, the demand for Microbrews is going up, not down. The Beer Festival was held in late February, in the parking lot, at 5/3 Ballpark north of Grand Rapids. It was a cold and windy day, which is typical of Michigan in late winter. There were approximately 4000 people in attendance from all over the state. There were over 40 Michigan Microbrewers at the festival, representing well over 200 different brews. This speaks volumes to the popularity of Microbrews. Who else but dedicated beer lovers would willingly stand outside in sub-freezing temperatures to sample the wares of brew masters?
The main reason these brewers make beer is because they are beer lovers and want to share their craft and provide a top notch brew. Some certainly had other career opportunities, other than making beer. These brew masters are working at perfecting an age old art, which you can taste with each pint. Most Microbreweries have a seasonal selection of beers and beers they produce year round. This consumer wholeheartedly supports them in their efforts. The basic beer styles made by Microbreweries include: Pale Ales, Amber Ales, White Ales, Porters and Stouts. Research shows that there are dozens upon dozens of beer styles within these categories. There is something for everyone to enjoy.
Having said all this, there is absolutely nothing wrong with a Major Brew. They have their rightful place in coolers across the country. Theres nothing like sitting on the deck and tossing back a couple of frosty brews with some friends on a warm day. This article is not intended to dissuade individuals from drinking Major Brewery beers. The intent is to draw into question the changes we have seen in the last 20 years and the presumption of lower beer sales by the Major Brewers. What we are seeing across America goes beyond evolution; we are seeing a revolution in the brew industry. Another indicator of this revolution is a documentary due out in the middle of April. It showcases what Microbreweries are doing to the Major Brewers, one beer drinker at a time.
When you stop at your local tavern or bar, ask your server if they have a micro on tap. If they have several, youre in the right place. If youre accustomed to a Major Brew, take a leap of faith, try a micro and cast a vote for the American Spirit of Independence.
Cheers
