Much has been said about the attempts of macro-breweries to deceive customers by creating beers that look like they come from craft breweries (e.g., Blue Moon, which is actually brewed by Coors). Lately, however, we’ve been seeing something completely different: macro-breweries selling craft-like beers under their own labels (e.g., Budweiser’s American Ale). In just the past few weeks, InBev AB has introduced Bud Light Golden Wheat and Michelob has introduced their Rye P.A. Say what you will about these beers, but they’re not hiding behind faux craft beer labels.
So, what do these products mean for the craft beer industry? First off, I don’t believe macro-breweries are trying to steal away any craft beer drinkers with these particular products (that’s what Blue Moon is for). Instead, I reckon these macro-breweries are trying to tap into populations with little exposure to craft beers (i.e, areas outside of major metropolitan areas and outside of traditional craft beer centers).
Even macro-breweries understand that people — in general — have a disposition for more flavorful beer. So, by making good use of their domination over distribution — which is even more impressive outside of major metropolitan areas — macro-breweries are trying to corner the market for more flavorful beers in these craft beer voids.
Should craft breweries be shaking in their boots? Maybe not. Perhaps these macro-breweries are unknowingly lending a hand to the craft beer industry. Maybe . . . just maybe . . . Michelob is merely selling a “gateway” beer to markets previously beyond the reach of craft breweries. In other words, if Michelob gets an Oklahoma college student hooked on the Rye P.A., it’s only a matter of time before someone . . . probably in a dark alley . . . introduces him to his first Stone I.P.A. And then . . . POW! . . . that guy becomes a junky for real craft beer.
Are macro-breweries introducing previously unreachable populations to a whole world of craft brewing? Perhaps. Flavor is a dangerous thing.
4 Responses to “What's Next, Coors Imperial Stout?”
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exactly. there is not a CORRECT answer for “what beer is Ok to drink?” I drink Duck-Rabbit Baltic Porter AND PBR. Beer is the easy to get along culture. Let’s NOT ruin it by making it like the wine industry, where everyone whines about how much better there product is and how great the ‘hints of road tar’ are in the 04′ merlot. Just drink beer and try something new sometimes. It’s up to you. Cheers!!
HA, you guys are dealers then.
Also, I agree with Alan. I don’t want to see any Six Point drinkers snickering at the guy drinking Bud on the next stool over. Let’s promote the greatness of craft brews, but let’s not be snobby about it. That’s why I think you guys are good representatives of the movement.
You missed your calling! Engineer, what were you thinking- brewmaster!
Alan is right in the first post. Let’s not turn beer culture into a snob exercise like wine tasting. We don’t want to end up like Frasier and Niles. It’s better to be like Bulldog or Martin.