1) Future of Beer

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The Future of Beer

What will the future hold for beer? Greg Kitsock with All About Beer
Magazine Nov. 98 has some ideas as to what may be the next great beer
trend.

Macros are out; local beers are in.  Last year 5 out of the top 10 craft
brewers lost volume.  However, the craft beer segment still grew by 5%
which means that small breweries must be picking up the slack.  Craft beer
drinkers can expect to see fewer out of state brands in the coolers.  Craft
beer drinkers are starting to form strong allegiances to local brews.  Big
breweries do some things well, small breweries do other things well, and
they're both beginning to realize it.

Lagers, Lagers everywhere.  After focusing on ales for 20 years, craft 
breweries seem to be rushing into production with lagers.  "At one time,
this would  have been seen as too light a style for a craft brewery",
observed brew master Garrett Oliver.  "But beer drinkers are more
sophisticated: they don't need to be hit in the head anymore."  (try the
Rogue Artisan Vienna Lager… a perfect example)

Domestic Imports.  Rather than risk large shipping costs, broken bottles
and spoilage, foreign breweries will increasingly opt to brew their beer
under license at American Facilities.  Kirin for this country is now made
by the Anheuser-Busch plant in Los Angeles, and it's been many a year since
the Foster's we consume in America was actually brewed down under. 

Mergers and buyouts will continue.  Besides the Pete's bombshell, this year
we've seen Carmel Brewing Co. of Carmel, Ca merge with Mendocino Brewing; 
Poor Henry's of Philadelphia has taken over the Dock Street labels; and New
York's spring Street Brewing Co. (contract brewer of Wit Beer fame) has
entered partnership with Longshore Brewing Co. 

Non-Alcohol Craft beers.  O'Doul's Amber, the only american NA beer brewed
with special grains and made in conformance with the Reinhietsgebot,
doesn't bridge the chasm between near beer and the real thing. 
Non-alcoholic category as a whole fell by 10% in 1997.  But, if anyone can
revive a failing niche, it's Anheuser Busch with its limitless advertising
budget.  A-B has already launched a $10 million ad campaign to push
O'douls's amber, not as an ersatz beer for designated drivers, but as an
anywhere, antime drink "when all you want is taste".

Greg Kitsock is senior editor of Barleycorn and a frequent contributor to
other beer-related publications.