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Strategy Briefing

Craft Beer: Coming of Age or Past Its Prime?

38 pages, Feb 2017

US$1,325

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Craft beer growth has begun to rapidly decelerate in its core US market, a possible warning sign for the ever-increasing number of microbreweries in operation. Corporate buyouts and overuse of the “craft” term are adding to a sense of uncertainty regarding the future of the category in mature markets. At the same time, appeal for products with authenticity and heritage continues to spread throughout the world - bringing opportunities and challenges for microbreweries and the wider industry.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Definitional issues remain a challenge

There is no universally agreed upon definition for “craft”. In the US, the Brewers Association has specific requirements that must be fulfilled to be included in its craft brewer category, but debate around the importance of size, ownership and ingredients continues. There is even less clarity elsewhere in the world.

The rise of microbrewers is linked to premiumisation…

A combination of aspirational consumption and a desire for quality is driving consumers across much of the world to drink less, but drink better. The rise of microbrewers broadly aligns with this trend.

…but the craft trend goes beyond taste and quality

The consumer search for more flavourful beers is an important driver behind the rise of craft, but the trend goes beyond this. Notions of localisation, authenticity and heritage play a key role, as does a desire to avoid what is seen as the established mainstream.

US performance: The end of the beginning?

Craft beer growth in the US is starting to decelerate. While this is inevitable to some extent, the speed and severity of the decline is a warning sign that the initial explosive growth period may be coming to an end. While craft is not going anywhere, the number of microbrewers in operation seems highly unsustainable.

Geographic expansion continues

While US growth slows, microbreweries are opening across the world as interest in craftsmanship in beer is reaching more and more markets, among younger consumers in particular. Local elements are adding a twist to classic styles.

Mixed potential outside beer

Attempts at imitation are, understandably, seeing the most success in categories closely related to beer - cider and hard soda. While there are opportunities in soft drinks, growing health consciousness will add extra challenges.

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Introduction

Scope

Objectives

Key findings

What is craft?

So why is it not that simple?

Craft Beer by Geography

Global performance: Premiumisation drives value growth

Global performance: Microbrewers move beyond dark beer

US: The end of the beginning?

US: Takeover troubles

Beyond acquisitions, can craft ideas benefit big beer?

UK: Crowdfunding, cask and CAMRA

Spain: Building on a lack of tradition

Germany: Extensive beer history limits craft expansion

Western Europe: High growth for low ABV beer

Big competition between small brewers in mature markets

Can microbrewers benefit from emerging market potential?

China: Craft progresses beyond imports and expats

India: Huge potential from a low base

Vietnam: Is there space for craft in a key battleground for big beer?

Brazil: Locally tailored innovation supporting craft growth

Beyond Beer

Cider’s traditional roots boost sense of authenticity

Craft-driven innovation in hard soda

Can craft succeed in soft drinks?

Premium potential for mixers

The Future

Microbrewers not immune to macroeconomic hazards

What is on the horizon?

Report Definitions

Definitions and terminology

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Strategy Briefing

Craft Beer: Coming of Age or Past Its Prime?

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Definitional issues remain a challenge

The rise of microbrewers is linked to premiumisation…

…but the craft trend goes beyond taste and quality

US performance: The end of the beginning?

Geographic expansion continues

Mixed potential outside beer

Want to find out more about this report?

Table of Contents

Introduction

Scope

Objectives

Key findings

What is craft?

So why is it not that simple?

Craft Beer by Geography

Global performance: Premiumisation drives value growth

Global performance: Microbrewers move beyond dark beer

US: The end of the beginning?

US: Takeover troubles

Beyond acquisitions, can craft ideas benefit big beer?

UK: Crowdfunding, cask and CAMRA

Spain: Building on a lack of tradition

Germany: Extensive beer history limits craft expansion

Western Europe: High growth for low ABV beer

Big competition between small brewers in mature markets

Can microbrewers benefit from emerging market potential?

China: Craft progresses beyond imports and expats

India: Huge potential from a low base

Vietnam: Is there space for craft in a key battleground for big beer?

Brazil: Locally tailored innovation supporting craft growth

Beyond Beer

Cider’s traditional roots boost sense of authenticity

Craft-driven innovation in hard soda

Can craft succeed in soft drinks?

Premium potential for mixers

The Future

Microbrewers not immune to macroeconomic hazards

What is on the horizon?

Report Definitions

Definitions and terminology

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

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