CRAFT is KING
WHERE
WOULD THE BEER industry
be without craft brewing? It may only make up a small
percentage of the industry but the craft beer segment has
largely been carrying the weight of the beer category on its
shoulders. The Brewers Association reported recently that
the volume of craft beer sold in the first half of 2OO7 rose
11 percent compared to this same period in 2OO6, and dollar
growth increased 14 percent. For the first time ever craft
beer has exceeded more than a 5 percent dollar share of
total beer sales. Overall, the US beer industry sold one
million more barrels in the first half of 2OO7 compared to
2OO6, with 4OO,OOO of these new barrels produced by craft
breweries. This equates to 3.768 million barrels of craft
beer sold in the first two quarters of 2OO7 compared to
3.368 million barrels sold in the first half of 2OO6. Scan
data from Information Resources, Inc. provide additional
data points that confirm strength for the segment. Craft
beer sales in the supermarket channel through July 15 of
this year showed a 17.4 percent increase in dollar sales
compared to the same period in 2OO6. This growth in sales
was higher than any other alcohol beverage category. “The
14OO small, independent and traditional craft brewers in the
US have hit their stride,” said Paul Gatza, Director of the
Brewers Association. “United States craft brewers are making
many of the world’s best beers, and the marketplace is
responding.” Coupled with the growth statistics has been a
tidal wave of media coverage in the first half of 2OO7
including a July 3 episode on NBC’s Today Show stating,
“Beer is the new wine and can go with just about any food”.
And beer is like wine in more ways than just food pairings.
In some instances, a single bottle of craft beer can rival
or beat the price of a decent bottle of wine. Of course, for
that kind of money, chances are you’re getting a brew with a
substantial alcohol level as well. When you consider all
that craft beer has to offer, it’s no wonder it’s doing so
well. And really, what’s not to like?
