Expanding Craft Beer’s Reach

Craft beer is everywhere—or at least that’s how it feels sometimes. It crowds airport taps, swank downtown bars, sketchy convenience store shelves… even the White House in times of public relations crisis. Yet despite all appearances to the contrary, craft beer is not dominating the American beer scene. At a mere 5 percent of the market share, craft beer represents a tiny, though profitable, niche of the beverage alcohol market.

Amidst the accolades and successes, we in the industry should constantly be on the lookout for new ways to invite beer drinkers to the craft beer party. The ideas are out there. They’re just ready for enterprising entrepreneurs to put them into action. For these interested souls, I offer six thoughts on how we in the industry can help expand the reach of craft beer.

The mixed six-pack. In difficult times and in light of rising beer prices, one considerable barrier to entry into the world of craft beer is undoubtedly price. Customers might be interested in trying a particular brand or style, but could be wary of buying a whole six-pack for 10 bucks. Allowing these curious consumers to purchase beer by the bottle gives them the opportunity to try several different beers and styles, all with relative financial safety. Such a program also helps raise an establishment’s per-bottle profits, a win-win for everyone involved.

Similarly, for pubs and bars offering a dozen taps or more, allowing customers to buy samplers of the available beers encourages experimentation, breaks down beer prejudices, and increases customer loyalty and server tips. It’s winning the craft beer battle on the front lines, 3 to 4 ounces at a time.

On a recent trip to London, with imperial pint after imperial pint set before me, I was reconnected with the glory that is the half pint. An often overlooked offering in the United States, shorter pours of craft beers are usually reserved for more expensive, higher-alcohol beers. While that is certainly appropriate and understandable, offering an 8 or 10 ounce glass of beer for a reduced price allows beer novices and enthusiasts alike the chance to try a wider selection of beers, hopefully extending their session.

I’m also pleased to see, where legal, two more developments. Many breweries operate in desolate, industrial sections of town, far removed from the communal fold. Beyond offering infrequent tours, customers usually can’t just drop by. By opening their doors to the public through tap rooms, breweries can enjoy greater personal interaction with their customers, and vice versa. For some breweries, such as Half Acre in Chicago, which also sells beers from its favorite craft brewers, this interaction with the public promotes a greater sense of community, all while helping to sustain the operation.

Along these lines, I applaud package stores that have helped pioneer the hopefully growing practice of pouring and selling freshly filled growlers on-site. Draft beer once meant heading to your local bar or buying a heavy, expensive keg. Now, drinkers can enjoy fresh draft beer from around the country in their own homes.

Finally, the beer week phenomenon shows no signs of ebbing any time soon, having now cropped up in all corners of the country. And this is a great thing—taking craft beer to the people, bar to bar, store to store. I hope planners keep the average drinker—sometimes lost in all the buzz and big fests—in mind and design some events to extend a welcome to them. While it’s great to feed the beer geek beast, we can always use a few new recruits for the cause of craft beer. ■