B ee rT re n d s some of the development of the category . There is a lot of room for growth .”
Partake Brewing , based in Calgary , Canada , offers non-alcohol beer in 10 different styles , and at just 10 to 30 calories per can . “ When we started in 2017 , we were one of five or so craft non-alcoholic beers ,” says founder / CEO Ted Fleming . “ Today , there ’ s probably 50 .”
He says the audience for NAs has broadened into those who drink alcohol on occasion , but are looking for a healthier alternative — particularly on weekday occasions .
‘ TIS THE SEASONAL
Seasonal beer also remains a sure-fire way to please customers . Iron Hill Brewery , which has 20 locations on the East Coast , was preparing in August to launch its pumpkin and Oktoberfest lagers , “ which we sell the hell out of in the fall season ,” says Mark Edelson , one of the founders .
Further into fall Iron Hill rolls out its higher-ABV , fuller-bodied Double IPAs , while the holiday season brings out its Reindeer ’ s Revenge , a Belgian tripel with American hops in it . To get drinkers through the winter , Iron Hill fortifies them with its Russian imperial stout , only to lighten things up in spring with maibocks and hazy beers .
At Applejack Wine & Spirits in Wheat Ridge , CO , beer manager Ian Hanson says it seems like fall beers , such as pumpkin-flavored brews and Oktoberfest märzen ’ s , start appearing earlier and earlier each year . Other big-sellers given its location are anything Coors . “ We ’ re out here in Coors country so Coors Lite is my biggest SKU ,” he says . “ And Banquet does well since it ’ s brewed out here .”
Even near San Diego , where the weather is considered summery perfect year-round , bars and restaurants embrace seasonal . “ I always look forward to all the summer takes on beer selections ,” says Tipi Vryasith , food and beverage director at Hotel del Coronado . “ What summer begs for are light flavors that capture the spirit of enjoying a beer without being weighed down .”
Her favorite summer beer is a shandy . “ A beer expertly balanced with lemonade or fruit juices when done right is a great summertime trend on menus ,” she says .
For the fall , Vryasith likes brews that evoke memories of apple picking and the fragrance of fresh apple cider donuts . “ I look forward to all the autumn flavors : pumpkin , cinnamon , caramel , nuts and grains . I can ’ t wait to see how these flavors meld together with a stout , a big IPA , amber ale or a porter ,” she says .
GLASS HALF FULL
The beer category has its share of challenges , however . For one thing , spirits sales are close to overtaking beer , according to the latest data from the Distilled Spirits Council of the U . S . And this was with hard seltzer included in the beer category ’ s data .
Inflation also poses a problem . A recent survey of more than 1,000 Drizly users revealed that nearly a third ( 31 %) say inflation has affected their alcohol purchasing .
“ You pretty much have to have Electric Jellyfish hazy IPA from Pinthouse Brewing on tap in Austin , no matter what kind of bar you are ,” Stetson Strifler , beverage manager at Austin ’ s Easy Tiger .
Greg Engert , beverage director and partner of Neighborhood Restaurant Group in Alexandria , VA , sees a renewed interest in nuanced lager styles like tmavé and polotmavý , as well as cask ale .
But for now , many bars , restaurants and retail outlets across the U . S . had not experienced any noticeable impact in sales . Consumers seem itching to put to good use some of that money they ’ d saved up during the pandemic .
Easy Tiger ’ s Strifler predicts the next big thing will be craft low-cal beer . “ Right now , there aren ’ t really any options , but in the next two or three years , someone ’ s going to jump on that train ,” he says .
And there is some evidence that gluten-free beers may be starting to proliferate . Half Time has seen a handful of non-alcoholic gluten free beers . “ I ’ ve got like three or four of them on the shelf ,” says Wolloch . “ We never really had that before .”
The renewed interest in lagers supports the notion some have that craft beer has become too removed from mainstream drinkers . At The Whale Craft Beer Collective bar in Asheville , NC , they are trying to change that perception .
“ Our biggest thing is serving people without pretension ,” says The Whale ’ s co-owner Andrew Ross . “ Really taking the pretension out of high-end beer , taking the pretension out of beer bars , out of bottle shops , and being a really approachable , neighborhood-focused place to learn about beer .”
Andrew Kaplan is a Queens , NY-based writer who covers the beverage industry .
www . cheersonline . com Fall 2022 • 31