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Craft beers are currently enjoying an unprecedented period of growth, thanks to a heady cocktail of driving factors than can be characterized as part of a broader societal trend towards heritage and authenticity, according to leading consumer specialist Canadean’s new report: The Craft Beer Phenomenon. This trend can itself be considered a response to the lingering consequences of the global financial crisis, which has driven consumers towards localism, quality, and an anti-corporatist stance: all factors that have been vital in the burgeoning success of the craft beer market.
Whilst the least tangible of the craft beer market drivers, the latter notion of an anti-corporate aesthetic being closely associated with craft brewers is a very powerful force in the market. This is in part as it can be presented as to encompass the other virtues of craft beer: by positioning themselves as
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Whilst the least tangible of the craft beer market drivers, the latter notion of an anti-corporate aesthetic being closely associated with craft brewers is a very powerful force in the market. By cultivating a ‘countercultural’ image, craft brewers are able to capitalize on consumers’ growing dissatisfaction with beer’s major players, who fit the popular contemporary narrative of monolithic corporations churning out globalized, homogenized products solely in the name of profit. Whatever the accuracy of this perception, it is a powerful consumer motivator in the current socio-economic climate, and is something that craft brewers have gained significantly from.
A prime example of the successes borne from this market positioning can be seen in the activities of British craft brewery BrewDog, which has maintained a high public profile through provocative establishment baiting tactics such as the launch of a beer called “Nanny State”; the creation of the world’s strongest beer, “Sink The Bismark”, and the launch of “The End of History”: a range of 55% beers packaged in taxidermied animals.
The Craft Beer Phenomenon provides an overview of the market for ‘Craft Beer’, and the drivers behind the growth in the category. Employing a wider definition of ‘craft beer’ that includes historical specialty beers as well as brands produced by larger brewers, this report provides the reader with an excellent way of gaining an understanding of the dynamics and structure of the wider ‘craft beer’ category worldwide, with data including volumes from 2008 to 2012, plus provisional data for 2013. In addition to providing data and analysis of the performance of brands in the wider ‘craft beer’ category, the report also profiles the ‘craft beer’ strategies of the five leading global brewing groups.
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This authoritative blend of data and analysis from leading consumer specialist Canadean makes The Craft Beer Phenomenon required reading for those organizations seeking to secure growth with minimal risk in this promising sector.
Major Brewer Responses
The US Association of Brewers defines a craft brewer as “small, independent and traditional”. Whilst this definition has proven useful in the past, there are some significant issues both in its applications to broader geographies, and to the rapidly changing face of the craft beer market. This is primarily due to the fact that, seeing the phenomenal success of craft products in an otherwise stagnant marketplace, major brewers have sought to gain a foothold in the category. Some have sought to do this through the acquisition of existing craft brewers, such as Anheuser-Busch’s taking stakes in Redhook Brewery and Widmer Brothers Brewery; others have created ‘craft-esque’ brands within their own operations, such as Coors’ development of ‘Blue Moon’, which whilst not officially a ‘craft’ beer, clearly operates within the ‘craft’ space. This is complicating analysis of the market, as the considerable successes larger brewing bodies have had point a more complex set of factors driving the market’s growth.
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As a result, it can be seen that the initial reading of craft beer’s success as drawing from its independent, counter-cultural aesthetic is being made increasingly complex by the successes of major brewers in the segment. However, the core of the craft segment’s consumer base is unlikely to be swayed by these recent developments, and will continue to support smaller, independent brewers; meanwhile, it will fall on the larger brewers to continually expand the craft consumer base if they are to maintain consistent growth.
This report provides an overview of the market for ‘Craft Beer’ and the drivers behind the growth in the category. It…
• Provides readers with an excellent way of gaining an understanding of the dynamics and structure of the wider ‘craft beer’ category worldwide. Data includes volumes from 2008 to 2012, plus provisional data for 2013.
• Uses a wider definition of ‘craft beer’ that includes historical specialty beers as well as brands produced by larger brewers.
• Provides data and analysis of the performance of brands in the wider ‘craft beer’ category.
• Profiles the ‘craft beer’ strategies of the five leading global brewing groups.
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