Brewers Association clears up craft beer confusion
We here at Road Trips for Beer fully support the craft beer movement. Certainly, if you are in a city that is home to one of the Big Two’s breweries (AB-InBev or MillerCoors), we encourage you to take the tour if one is offered. Learning about the process of creating beer in enormous quantities and having the taste remain consistent from batch to batch is illuminating.
That said, Road Trips for Beer should focus on the smaller breweries. The thrill of discovering brews that aren’t available in the corner store at home adds to the adventure of the trip and helps support local business.
However, the boom in craft breweries has the big boys taking notice. It’s certainly encouraging to see them step outside their comfort zones to produce beers in styles other than light lagers, but they often do not identify themselves as the producers of these “crafty” brews.
To help consumers understand the difference, the Brewers Association in Boulder, Colorado, issued a statement this morning:
Boulder, CO - December 13, 2012—The Brewers Association, the not-for-profit trade association dedicated to small and independent American craft brewers, issued the following statement regarding the increase in production and promotion of craft-like beers by large, non-craft breweries:
An American craft brewer is defined as small and independent. Their annual production is 6 million barrels of beer or less and no more than 25 percent of the craft brewery is owned or controlled by an alcoholic beverage industry member who is not themselves a craft brewer.
The community of small and independent craft brewers has grown as beer enthusiasts embrace new, diverse beers brewed by their neighbors and friends who are invested in their local communities. Beer drinkers are voting with their palates and dollars to support these entrepreneurs and their small and independent businesses.
In 2011, small and independent craft brewers saw their industry grow 13 percent by volume; in the first half of 2012, volume grew by an additional 12 percent. Meanwhile, the overall beer industry was down 1.3 percent by volume and domestic non-craft was down 5 million barrels in 2011.
Witnessing both the tremendous success and growth of craft brewers and the fact that many beer lovers are turning away from mass-produced light lagers, the large brewers have been seeking entry into the craft beer marketplace. Many started producing their own craft-imitating beers, while some purchased (or are attempting to purchase) large or full stakes in small and independent breweries.
While this is certainly a nod to the innovation and ingenuity of today’s small and independent brewers, it’s important to remember that if a large brewer has a controlling share of a smaller producing brewery, the brewer is, by definition, not craft.
However, many non-standard, non-light “crafty” beers found in the marketplace today are not labeled as products of large breweries. So when someone is drinking a Blue Moon Belgian Wheat Beer, they often believe that it’s from a craft brewer, since there is no clear indication that it’s made by SABMiller. The same goes for Shock Top, a brand that is 100 percent owned by Anheuser-Bush InBev, and several others that are owned by a multinational brewing and beverage company.
The large, multinational brewers appear to be deliberately attempting to blur the lines between their crafty, craft-like beers and true craft beers from today’s small and independent brewers. We call for transparency in brand ownership and for information to be clearly presented in a way that allows beer drinkers to make an informed choice about who brewed the beer they are drinking.
And for those passionate beer lovers out there, we ask that you take the time to familiarize yourself with who is brewing the beer you are drinking. Is it a product of a small and independent brewer? Or is it from a crafty large brewer, seeking to capitalize on the mounting success of small and independent craft brewers?
The St. Louis Post-Dispatch published this op-ed on the subject, written by Charlie Papazian, Bob Pease and Dan Kopman.