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Where Is Craft Brewery Market Heading To?
The craft brewery market is entering into a certain stage of maturity. Breweries are starting to use more analytic tools to gauge their success, the success of their competition and to try to make educated guesses about where the beer market is going.
And, as craft beer becomes more of a business and less of a club, there are dozens of articles published every month that point to the growing dark cloud hovering above craft beer. There’s no such thing as endless growth and brewery owners are starting to batten down the hatches against the strengthening wind of increased competition.
Most of these articles are written by industry experts who are quoting the veterans of the movement once called “microbrew:” Jim Koch of Boston Beer Company, Ken Grossman of Sierra Nevada and Garrett Oliver of Brooklyn Brewery are often turned to. All of these men were the forefathers of craft beer. They were the innovators. They were the risk takers. And based on their experiences, they can provide us with a valuable, 30,000-foot view of the beer market.
But I wondered: What if we took a look at the beer business from the view of brand new boots in a brand new brewery? What does this market look like to brewers who just opened up their first brewery? Maybe they are seeing the world in a totally different light. Or at the very least, from a different angle.
So to get this perspective, I turned to Andrew Leichthammer, partner and head brewer of Good Measure Brewing in Northfield and Mark Babson, owner and brewer of River Roost Brewing in White River Junction. I asked them, via email, how they saw the beer market, starting first with challenges that are affecting them directly.
Leichthammer, who has been a home brewer for over 10 years and just went pro when he opened Good Measure late last year, noted that access to ingredients has been a real struggle. “While grain has never been an issue, I have been struggling with the purchase of hops,” he wrote.
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