The Wall Street Journal interviewed Jim Koch of Sam Adams recently and this one question and answer really struck a chord.
WSJ: Could craft beer ever represent the biggest segment of the industry?
Mr. Koch: No. I hope not. Because that would mean we dumbed the beer down for volume, and I don’t ever want to see that. I used to say I make beer for 5% of beer drinkers. The reality has always been that 95% of beer drinkers don’t like my beer. Now, that number has probably gone down to 90%. Because most people drink beer for refreshment, and that’s fine. And that’s the domain of the big brewers and they’re great at that.
This is something that I have thought about occasionally. The less good beer other people drink the more there is for me. But if demand isn’t there then the beer isn’t. So I need craft beer to grow. But how much. If we are 5% of the overall market, is that enough? Is 10% too much?
I, unlike others, do not hate big companies just because they are big. Stone is large now as is Sierra Nevada and Boston Brewing. The beer can still be flavorful or not depending on how it is made.
What I think the industry needs are enough large micros that are on solid footing, financially, who can mentor younger start-ups but also distribute to and educate the non craft consumer.
I don’t think there is a magic number but we should keep pushing. The enlightened few shouldn’t hoard the good stuff.