Despite all of us having so little opportunity to visit breweries last year, the percentage of craft beer drinkers in the country continues to grow—now 44 percent of those of legal drinking age, according to the Brewers Association and their analysis of Nielsen Harris data. That said, 2020’s dismal social options corresponded to a decline in production.
Following such an unusual year in beer, here’s a look ahead at trends, challenges, and hopes in the one to come.
Diverse Tastes
The larger craft-beer population has diverse tastes, across categories of age and gender, but we still see dominant trends in beer preferences:Challenges
Quarantines and health rules obviously had an effect throughout the year: not a lot of opportunities to gather in bars or beer fests, and a booming demand for carryout/curbside options. What did that mean? Unexpected shortages.Toilet paper and bread yeast weren’t the only sudden disappearing acts in 2020. Aluminum cans became hard to come by, a problem that continues into 2021. The industry has been migrating to cans (better than glass, for a number of reasons), but now brewers either couldn’t get them at all, or had to purchase a full truckload of printed cans for each brand if they weren’t using the shrink-wrap labels. In 2021, you may see flagship brands continuing to seek the can, while the seasonals and one-offs go back to the bottle.
Trending is Trendy
Charity-focused brands are likely to gain attention. Ohio’s Fat Head’s Brewery produced A Special Wish Ale, with portions of the sales being donated to the Cleveland chapter of A Special Wish Foundation. In 2021, Fat Head’s is collaborating with Portland, Oregon’s Breakside Brewing to release Special Hoperations, a hazy IPA dedicated to American veterans and benefiting the nonprofit Honor Flight Network, which flies veterans to their war memorials.Some beer brands, however, are getting their legs simply from a clever or timely name. “Brewers are trying to hit on hot subjects,” said Scott Ebert, chief business development and financial officer of Brew Pipeline (not to be confused with an actual beer pipeline in Belgium). “Take Lakefront or Surly or Indeed or Revolution [Midwest breweries]. Their one-offs are flying off shelves in stores,” Ebert said.
Who hasn’t heard of Apocalypse Bingo cards, the gallows-humor game that divided all the possible disasters of 2020 into a bingo game so we could all play along at home in isolation? (Thank goodness we didn’t get Alien Invasion or Giant Asteroid!) Ale Asylum in Madison, Wisconsin, took advantage of the zeitgeist and released an Apocalypse Bingo series, the first of which, released late in 2020, was a hazy pale ale called MRDR HRNT (that’s Murder Hornets if you can’t buy a vowel). The brewery has at least two more installments in the series planned for 2021.
Moving Fast and Far
Baltimore-based DuClaw Brewery released a curious collaboration with Diablo Doughnuts: Sour Me Unicorn Farts, a sour ale brewed with cherries, tangerines, limes, and a surprise in the mash: Fruity Pebbles cereal. And if that wasn’t enough, it is canned with edible glitter.For some, this might sound like another square on that aforementioned bingo card, but glitter in beer is a thing. The beer proved to be good, and it sold out quickly, so it’s making a return in 2021—now even Fruity Pebblier. DuClaw distributes in 19 states, yet the beer will reach another 15 states besides. But how is that possible?
Enter Brew Pipeline, a “direct-access platform” that takes one particular brand from a brewer and works with distributors—large grocery chains, for example—to offer it in states in which the brewery doesn’t already have a distribution agreement set up. In almost every state these commitments assign exclusive rights geographically. But Brew Pipeline’s Guest Brewer Program can take a single brand from a smaller regional brewery directly into a bigger market than they might otherwise have for their flagship beers.
The lengthy process of setting up in a new state with new distribution agreements and the commitment that comes with them can be reduced to a process that takes less than three months, commits just one brand, and lasts for a limited time, if desired.
Brew Pipeline is already starting to see competition with this model. So next time you are beer shopping, you may find some surprisingly timely beer brands from breweries a long, long way from home. Let that make your 2021 a bit happier!