David Walker , cofounder of Firestone Walker Brewing Co .
what we ’ ve seen from RTDs or seltzers has forced the industry to think about those ‘ other ’ products as potential sources of volume and revenue , and some of what we ’ ve seen has been a passing fad . It makes sense to grow if retailers and drinkers are looking for these types of offerings in the long term .”
Many breweries have profited from this expanded consumer palate — or at least not suffered from it .
“ I am not sure that adding new [ alcoholic ] beverages to the consumer has damaged beer ,” says Walker . “ There has always been a segment of the market that experiments in the alc beverage space , and that consumer might be moving some market share around , but it will likely come back and is not material to our business .”
@ MozartChocolateUSA www . mozartchocolateliqueur . com
Imported by Marussia Beverages USA | Cedar Knolls , NJ ABV : 17 % | PLEASE DRINK RESPONSIBLY
WHAT ’ S NEXT ?
As Covid−19 recedes , what do the years ahead hold for beer ?
“ What ’ s next for the American beer industry is largely what got us here ,” says Walker . “ It ’ s a highly evolved , innovative , profitable industry that will draw bright energetic people , which in turn will serve us all well .”
Anaokar of Mahou Imports foresees a continued emphasis on brand building . “ Since many brewers have a built-in fanbase with equity in core brands , I predict we ’ ll see a larger focus on those core brands , with breweries innovating within them ,” he says .
“ This is counter to what we saw a few years back , when many appeared to chase the latest trends . Breweries will place a stronger emphasis on brands that have stood the test of time and aim to penetrate new consumer sets that are within reach with those brands .”
“ Additionally , mid-to-large sized breweries will place more selective bets on innovation ,” Anaokar adds . “ Rather than going all-in to chase a big reward ( like the tactic many took with hard seltzer ), they ’ ll play in innovative spaces within their higher-share markets before making bigger investments .”
Franco of BrewDog USA shares this vision of cautious innovation and growth . " The industry will always have foundations rooted in easy-drinking , price-sensitive brands , and a continued opportunity for craft brands and their core styles like IPAs , seasonals and variety packs , he says . “ Americans love beer and will continue to do so .” •
22 Beverage Dynamics • September 2023 www . beveragedynamics . com