Five Beer Articles You Need To Read And Why, 2/13/16

Let me make a case for crappy television.  Let’s say you work as a bartender or another job where you don’t leave work until after 11 at night.  You have two choices: go somewhere and drink and eat or go home and crash on the couch and veg out.  It is in that second choice where you get to enjoy a lot of the crappiest entertainment television and movies can produce.  Hence, I’ve seen the original Shadowhunters movie and the subsequent and even more execrable television show.  Anyway, on the Five Articles.

I’m sure the Craft Brewer’s Guild was paying bars to put up their taps.  I am also sure other distributors are and they will be punished soon.  I’m just interested to see if any of the other distributors punished will be distributors of the big beer companies.

“The industry is structured a certain way, and all the power and the money exists and is used to keep it that way,” said Rep. Buzz Brockway (R-Lawrenceville).

This is the best description of why this country’s alcohol laws are so hard to change at the state level.  The most monied and powerful group in the three tiers are the distributors and they like the way things are currently.  The way things are has led to them having so much money and power and they are not going to let that system change without a fist fight.

Oskar Blues is quietly one of the most successful craft brewers in the country.  They just quietly go about making good beer and expanding their reach.

I think sixty percent is a bit high, but I agree with the basic sentiment from John Taffer.  We have this record number of breweries in the US because of an explosion of startups over the last 3 years.  Taffer is right when he describes the people starting many of these breweries. They are either homebrewer who have been convinced to give it a go with a 5-barrel system but haven’t mastered taking their recipes up to a commercial size. Or they are a group of friends with more money than sense who think they are going to invest in the next Golden Road that ABInbev will buy for an obscene amount of money.  Neither one of those groups makes good beer. This is why I believe the number of breweries will begin to level off if not decline over the next 12-18 months. The breweries that make bad beer will start going out of business soon.  Of course, that will lead to a lot of handwringing articles and blog posts about how craft beer is dying.  That will be loads of fun.

My advice to vintners trying to attract more Millennials or anyone else is, don’t change your product simply to attract new customers. Change you messaging to show potential new customers how great your product is and make sure your product is great. This is what the big beer companies don’t get.  They are smart enough to not change their product, just change the messaging. Their problem is the product sucks to begin with, so the new messaging almost doesn’t matter.