According to the Colorado Brewers Association, a beer must constitute of three things for it to be termed as craft beer. These three constituents are independent, traditional and small size. Traditional means that the beer is brewed traditionally through use of traditional ingredients and fermentation being the main process. If the brewer distributes less than 6 million barrels of beer annually then that is a brewery dealing in craft beer and independent simply means that a non-craft brewery has less than 25% ownership of the craft brewery.
Why is craft beer so popular
You would expect that with the variety of commercially brewed alcohol brands flooding the market, no one would dare touch a drink whose brewing style goes back to 50 years or so. However the amazing fact is that craft beer seems to be the preferred alcohol for most people and there are several reasons why.
- The ingredients used in craft brewing are essential to the taste of the final product. There are no artificial flavors here. Just yeast, wheat, malt, water, fruits and vegetables. Simply put, most fermentables are part of the ingredients that can be used. These ingredients give the beer an original, rich taste that people savor.
- There is more alcohol. As much as the craft beer industry has lots of products there is one thing that they all possess and that is real alcohol. What is the amount of alcohol present in these drinks? The alcohol by volume ABV for most craft beers ranges from 5% to 10%. There are those that have an ABV of fifteen percent and above. These high ABV rats are due to the fermentation process.
- Great mobility and innovation. Craft beers are now more mobile friendly. They come in cans and bottles so that consumers can easily carry them around. Craft beer is all about art. The art to see the market demand and supply the drink that is needed or bring in something new that was not yet there. Craft brewers are always bringing out new drinks for consumers to enjoy hence they can never get bored. It is not the same beer in a different branded bottle; it’s a new taste in a new bottle.
- Retailers are embracing the idea while drinkers are experimenting. Craft beer has a large market and hence for retailers to be in business, they ought to offer consumers what they want. Hence more craft beers in your stores. Beer drinkers are becoming more open minded to having new tasting and drinking experiences. Thanks to craft beer which has rich taste and the innovation of traditional brewers, consumers have more than enough to taste.
Boosting the economy
Craft breweries drive the local economies thanks to job creation, paying taxes and even social responsibility initiatives. In 2014 the craft beer industry contributed $55.7 billion to the U.S. economy and also created more than 424, 000 jobs directly and indirectly.
Promoting social drinking
Craft beer drinking seems to be the in thing for the millennials. They sit down at a pub or bar and talk about life while enjoying their favorite beverage. According to a report released by Mintel in 2013, most of the craft beer consumers are between the ages of 25 to 34 and half of them also always order their favorite craft beer alongside food in a restaurant. Millenials stick to brands hence their better brand choices in the craft beer industry. They drink craft beer because they love to sample great variety and tastes.
The cons of craft beer
Craft beer is popular for many positive reasons as stated above but these same reasons have overshadowed the negative side of craft beer.
There is a sensory overload. There are a lot of craft beers venturing into the market and the brewers do not stick to style definitions that are strict hence confusion to the consumer.
Craft beer is healthy but this does not mean that every bottle or a can of craft beer is essential of high quality. There is no sure way of knowing that what is inside is good for the consumer. There is also the question of what exactly is craft. Brewers and even retailers have their own classifications hence lack of standardization in the market.
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