What's Up With Craft Beer?

Posted: 17/10/2009 2:16:42 p.m.

With all the doom and gloom that the large brewers quote these days in the media you would have to wonder why anyone is drinking beer.

Recently DB managing director Brian Blake was in the paper complaining about, too much cheap wine, tough economic conditions which resulted in slowing growth of premium brands (my theory is the only thing premium about premium beer from the large breweries is the price), and many trading down to cheaper brews.

He is also quoted as saying "estimated overall beer consumption declined 4-5% in the year to September, compared to the previous year”.

(reference: http://www.realbeer.co.nz/blog/2009/10/db-takes-measures-as-changes-brew.html )

On the flip side of this, which most people won't know yet, is the Brewers Guild of New Zealand did a survey of the 50 small craft brewers of New Zealand and found the in the first six months of this year craft bottled beer sales grew by 10%.

So the New Zealand beer market (which reflects current global trends), is growing in the segment of the market that offers diversity of beer styles, and intensity of flavour - Craft Beer (i.e. beer brewed by small independent craft breweries).

From a personal stand point, sales for Epic Brewing Company have again for the second year grown at 200%. The flagship beer Epic Pale Ale offers extreme aroma and flavour which people seem to be discovering and enjoying.

Therefore more people seem to want to enjoy beer for the flavour of it, and not so much the fact that is yellow, cold, fizzy and cheap.

There will always be the masses that consume on the scarcity principle, where it is all about getting as much as you can, for as cheap as you can. Where you really can get much more satisfaction out of buying the best that you can and enjoying the quality and flavour.