
Not so long ago in a galaxy near,
and not that far away…

It is a period of beverage war. Craft brewers, striking from unique and varied manufacturing facilities, have struck and won a small market share victory over the evil Big Beer Empire.
The Brewers Association recently reported that craft beer sales have risen, from 5% of American beer sales in 2010, to 11% in 2014. A significant increase over 2013 sales of 7.8%.
So there you go. Rejoice craft beer drinkers. The “force is strong” and we are making gains. No need to worry, right?
Wrong!
It seems that the Dark Side is trying to buy back some of that market share that they have slowly been losing. Perhaps you’ve noticed some of the pathetic attempts by the Big Brewers to concoct and market new products in ways which suggest qualities that are innate to craft beer. Adding “the refreshing hint of lime” or “the crisp refreshing taste of apple” to light beer doesn’t make it better. But this is blatantly obvious to those of us that bother to look. The more insidious way that the Dark Side is trying to gain craft beer credibility is by simply buying up craft breweries. AB Inbev seems to be on a buying spree over recent years, Chicago brewer Goose Island was purchased in 2011. Blue Point Brewing Company was reportedly purchased for $24 million in 2014 and Oregon based craft brewer 10 Barrel Brewing Company was purchased for $10 million. We in Canada have seen this trend before of course, let us not forget that Molson Brewery purchased Creemore Springs Brewery in 2005.
There are two compelling perspectives on all of this money now flowing into the pockets of craft breweries. Firstly, there’s a case for simple capitalism. All the hard work, blood, sweat and tears pay off, and a nice pay day is enjoyed by those scrappy brewers that started the brewery. It’s always nice to see quality succeed in a difficult marketplace. With that comes the added bonus of big beer money supporting the continued production of quality craft beer. Right?
Well…maybe. Of course the Empire will insist that they are not going to interfere with the quality or integrity of the newly purchased craft brewery. I tend to find that harder to swallow than a bottle of Bud on a hot summer day. It’s the job of the Empire to improve shareholder profits. Invariably the pressure to cut costs will be pushed on to the craft brewery at some point. Which would lead to sourcing cheaper ingredients or reducing employees etc., there by leading to a degrading of a once fine product, and the end of the world as we know it!
Sorry. Got carried away.
The second perspective, is of course, outrage!
Yes, we could start screaming, yelling, throwing tantrums on the tear stained carpet.
“Why? Why oh why, did they do it?”
“Those greedy son of a bit%#’s”
Here’s where I plead for calm. I do think that there is a danger of something being lost when a craft brewery is beholden to the Empire. CEO, Carlos Brito, has a notorious “slash and burn” approach for improving profits at AB Inbev for shareholders. An article by Devin Leonard for Bloomberg Business titled, The Plot to Destroy America’s Beer, does a great job of exploring and explaining AB Inbev (I highly recommend it). So if you feel, as I do, that something is lost, then as a consumer, you should inform yourself as to who is owned by whom. Then make a choice to purchase craft beer produced by someone else. Yes I know, you’re saying,
“But Aaron, I love Goose Island IPA.”
I understand, but there are, according to The Brewers Association, more than 3400 craft brewers in the US and hundreds in Canada. I bet there are several if not dozens of brews to replace the loss of those few favorites that can’t help but be turned to the dark side.
P.S.
Episodes I, II and III will come after episode VI, but they will of course suck.