In early 2009, news outlets were sounding the death knell for Boston Beer Company’s status as a “craft brewery”. These Nostradamus-like predictions were based on the fact that the Brewers Association defines a “craft brewery” as one that produces less than 2 million barrels a year, and many beer pundits believed that Boston Beer Company’s production would rise above that number in 2009.
Something funny happened, however, on the way to macro-land. Boston Beer Company’s 3rd quarter reports showed that its production of beer had flattened. In fact, Boston Beer Company’s 2009 numbers were actually lower than its 2008 numbers (when it ended up shipping less than 2 million barrels).
Why are we waiting with bated breath to see if Boston Beer Company’s barrel numbers go over the 2 million threshold? Well, it’s a matter of symbolism, which is important in the beer industry. The choice of whether to buy and drink craft beer over macro-brewery beer has become, in some ways, an ideological choice. For years, many craft beer drinkers have guiltlessly purchased six packs of Sam Adams, believing their support of Boston Beer Company did not amount to a counter-revolutionary act against the craft beer movement. That warm, fuzzy feeling, however, may evaporate if Boston Beer Company’s numbers rise above the 2 million mark.
A nation waits.
I need to see the full episode 2 before giving my opinion. When will it be available?
isn’t the craft beer movement about making/drinking *good* beer rather than black-balling a brewery-company that gets too big b/c it’s simply popular/good? if stone, one day, ends up selling 2 mil barrels+, is it no longer craft beer? maybe the craft brew movement should seek eventual extinction – when quality craft beer is simply known as “beer.”
I don’t think losing the classification of “craft” means something is no longer “good”. I love me a good jar of Smuckers Grape Jelly on a lazy Sunday; despite its quality I would not call it craft. A jar of home-made grape preserves at a craft fair however IS craft and I feel a little better about supporting a small endeavor.
That’s exactly why the BA’s definition of a “craft brewery” sucks. Well, that’s ONE reason. Patty, you hit it right on the head: it’s all “beer.” Some of it’s just different. Some of it you don’t like, some of it you do.
I loved them Tell i had there cherry wheat… then not so much. there in every super market and bodega in the city. I think of them as a Mini Major brewery.