Craft beer in North America has stalled. That much is plain to see.
From the era of annual double-digit growth, which has lasted for an inordinately long period from craft’s naissance in the early 1980s until the late 2010s, the past few years have seen more-or-less stagnant sales, with the US seeing a 1% drop in production in 2023.
Craft beer’s overall annual market share inched up 0.2% last year but the less-than-buoyant figures have left most industry participants and many observers wondering what the future could hold and how (or even if) it might be possible to restore the sector to growth.
At the core of this quandary is the fact that, for most of craft beer’s existence, brewers, industry watchers, and even many drinkers have struggled to define precisely what makes craft beer ‘craft.’ Size was a good marker, until some breweries grew sufficiently large that it wasn’t, and using ingredients as a yardstick was always going to be a non-starter in an industry segment that from the outset has self-defined as iconoclastic.
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