Just when you thought it was
over, the shuffling begins anew. This
time biggest of the craft beer guys (since the Brewers Association keeps raising
the cap), Samuel Adams is merging with Dogfish Head.
You can read about the dollar
amounts and the shares owned by whom on other sites and you can head to Twitter
for the semi-comedic hot takes but I want to focus on questions I have for the
combined brewing group in the future.
First, the aforementioned cap raising will need to be raised once again, maybe not this year but even with the smaller amount that Dogfish produces they will more than likely be pushing up to the line sooner rather than later. If the Brewers Association was loathe to kick Boston Beer out of the club, they sure as heck ain’t gonna kick out Boston Beer and beloved icon Sam Calagione in one fell swoop. Each time Boston Beer is snuck in it seems to raise more consternation amongst the members about what and who the Brewers Association stands for, expect it to be a thorny issue again. It probably won’t lead to a rival band of brewers in their own group but you might see an internal split with larger members on one side and smaller in their own group.
The next agenda item is what the
mixing of the companies will be.
Operated separately just under the same umbrella? Sharing some resources but brewing kept
separate? Boston Beer is tilted to the
non-beer side just a skosh in recent years with ciders and seltzers and hard
this and hard that. How does that affect
the brewing philosophy in Rehoboth Beach?
The slightest deviations are going to be analyzed by beer fandom.
How does this affect the future of
Jim Koch and the Calagiones and how will that affect the street cred of
both? More interestingly, what happens
when both retire off to a remote island, what do the two brands stand for
then? It is not bad to have a CEO from
another beverage company in charge but who is the totem for fans to latch onto
when the names on the back of jersey change?
I am sure that this merger will
be a topic of conversation and re-evaluation for years to come.