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VLB 5th EuropeanMicroBrew Symposium07.Nov 2016
Hot Topics in Craft BrewingAn Update from the USA
Chuck SkypeckTechnical Brewing Projects ManagerBrewers Associationchuck@brewersassociation.org
Agenda
• Who is the Brewers Association?
• USA Market Trends• USA Craft Market
Trends• USA Craft Styles
Who is theBrewers Association?The Brewers Association is an organization of brewers, for brewers and by brewers. • Over 3,500 U.S. brewery members• 46,000 members of the American
Homebrewers Association• Over 1,000 allied trade, beer
wholesalers, retailers, individuals, other associate members
Brewers Association Purpose• To promote and protect American
craft brewers, their beers and the community of brewing enthusiasts.
VLB 5th EuropeanMicroBrew Symposium07.Nov 2016
Hot Topics in Craft BrewingUSA Market Trends
Premiumization in the beer business
• The high end of the beer industry isthe dominant driver of growth.
• Analysts are predicting that the highend of the market will control morethan 50% of the market by the end ofthe 2020’s.
• Craft is the leading segment of the highend and is poised to capitalize on theseismic shift in market preference.
Craft 22%
Imports13%
Domestic(various)17%
Light Beer48%
1970 2014 2022 (projected)
99% 82%
15%
34%
46%52%
24%
40%61%
4%
12%
13%
11%3%3%
VLB 5th EuropeanMicroBrew Symposium07.Nov 2016
Hot Topics in Craft BrewingUSA Market Trends
VLB 5th EuropeanMicroBrew Symposium07.Nov 2016
Hot Topics in Craft BrewingUSA Craft Market Trends
Growth trends - The craft brewing industry has seen incredible growth in the past decade:
• 12% average annualized growth for ten years.
• 15.0% category growth from 2010-2013.
• Domestic sales growth of 17.2% by volume in 2013.
Craft in 2015Volume:
– 13% increase in volume– 12.2 total volume share – 24.5 billion barrels total
volumeDollars
– 16% increase in dollar value
– 21% total dollar value share
– $22.3 billion total value
8
Hot Topics in Craft BrewingUSA Craft Market Trends
4893 total operating breweries4820 operating craft breweries
Hot Topics in Craft BrewingUSA Craft Market Trends
4893 total operating breweries4820 operating craft breweries
Hot Topics in Craft BrewingUSA Craft Market Trends
4893 total operating breweries4820 operating craft breweries
Hot Topics in Craft BrewingUSA Craft Market Trends
2016 midyear production projections• 8% growth • % growth slowing as the
base grows
4893 total operating breweries4820 operating craft breweries
Hot Topics in Craft BrewingUSA Craft Market Trends
2016 production projections• 7% growth • % growth slowing as the
base grows• Slower growth with more
breweries means fewer opportunities for growth
4893 total operating breweries4820 operating craft breweries
Hot Topics in Craft BrewingUSA Craft Market Trends
2016 growth rates ‐ projections• Off premise: +6.1%• On‐premise: ‐2.0%• Premise use: +62.1%• Other Brewery sales: +40.0%• Export: +11.1%
4893 total operating breweries4820 operating craft breweries
Hot Topics in Craft BrewingUSA Craft Market Trends
2016 growth rates ‐ projections
• Premise use: +62.1%• Other Brewery sales: +40.0%
“Long Tail”
Hot Topics in Craft BrewingUSA Craft Market Trends
Craft BeHow important is “local” in purchase decisions?
Hot Topics in Craft BrewingUSA Craft Market Trends
Oregon Craft Brewers are OutsellingNon‐Oregon Craft Brewers in Dollar Sales
Source: IRI InfoScan IRI Oregon State ‐ FOOD Quad Weeks Jan 27, 2013 through July 12, 2015
Hot Topics in Craft BrewingUSA Craft Market Trends
VLB 5th EuropeanMicroBrew Symposium07.Nov 2016
Hot Topics in Craft BrewingAn Update from the USA
Craft Styles
VLB 5th EuropeanMicroBrew Symposium07.Nov 2016
Hot Topics in Craft BrewingAn Update from the USA
Craft Styles
IPA!
VLB 5th EuropeanMicroBrew Symposium07.Nov 2016
Hot Topics in Craft BrewingAn Update from the USA
In 2015, IPA gained four share points, and now accounts for one‐quarter (25%) of total craft dollar off‐premise sales
Diversity within the IPA style• American – 64.9% of craft IPA sales• Imperial – 20.4%• Session – 6.9%• English – 2.8%• Belgian‐White ‐ 2.7%• Fruit / Veggie / Spiced – 3.5%• Black – 0.5%• Other – 0.4%
VLB 5th EuropeanMicroBrew Symposium07.Nov 2016
Hot Topics in Craft BrewingAn Update from the USA
VLB 5th EuropeanMicroBrew Symposium07.Nov 2016
Hot Topics in Craft BrewingAn Update from the USA
Session and Fruit / Veggie / Spiced IPA’s continued to be among the fastest growing IPA sub‐styles in terms of new brand offerings
VLB 5th EuropeanMicroBrew Symposium07.Nov 2016
Hot Topics in Craft BrewingAn Update from the USA
Rounding out the top ten craft styles2 – Seasonal – 19.0%3 – Variety – 10.3%4 – Belgian‐style Wit – 8.1%5 – Pale Ale – 7.2%6 – Amber Ale – 4.0%7 – Amber Lager – 3.8%8 ‐ Fruit / Veggie / Spiced – 3.5%9 ‐Wheat Beer – 2.9%10 – Golden Ales – 2.1%
VLB 5th EuropeanMicroBrew Symposium07.Nov 2016
Hot Topics in Craft BrewingAn Update from the USA
On the HorizonSour styles, such as Berliner
Weiss, Gose and American Wild Ale, are rapidly gaining favor with brewers and consumers
VLB 5th EuropeanMicroBrew Symposium07.Nov 2016
Hot Topics in Craft BrewingAn Update from the USA
Craft CansTotal Craft Cans gained +3.5 share points and now account for an 11.4% share of Total
Craft Dollar Sales.
VLB 5th EuropeanMicroBrew Symposium07.Nov 2016
The growth of craft brewing in the U.S. has:
• Created 121,843 small brewing jobs• Craft beer has affected supply chain dynamics
VLB 5th EuropeanMicroBrew Symposium
07.Nov 2016
Boutique Brews, Barley, and the Balance Sheet ‐Structural changes in malt barley industrial use require an updated forecasting approachJennifer K. Bond, PhD Economist, Crops Branch Markets and Trade Economics Division USDA/ERS
VLB 5th EuropeanMicroBrew Symposium07.Nov 2016
VLB 5th EuropeanMicroBrew Symposium
07.Nov 2016
VLB 5th EuropeanMicroBrew Symposium07.Nov 2016
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