Editor’s Note: The below news items were initially reported in the Brewbound Insider Newsletter October 17-21. Not an Insider? Become one today to get earlier access to what’s going on in the industry.
Craft Beer’s Responses to the NYT’s Silliness Accusations
By now we assume you’ve read the New York Times op-ed panned ‘round the beer world, so instead of summarizing, we’re directing you to some of our favorite responses to the think-piece that reduced craft beer’s stagnating sales to abrasive IBU levels and goofy beer names.
With surgical precision, Brewers Association (BA) staff economist Matt Gacioch wielded data like a scalpel to cut apart author Mark Robichaux’s thesis bit by bit.
Where Robichaux declared IPAs too prominent, Gacioch explained how the style is one of just two to gain share year-over-year (YoY), indicating consumers disagree. In response to Robichaux’s lament that craft beer is too strong (and used Dogfish Head’s 18% ABV 120-Minute IPA as the standard bearer), Gacioch noted that only 0.8% of craft volume is stronger than 10% ABV.
Gacioch dismissed the op-ed’s theory that craft beer is dying and needs to be resurrected, as its original headline implored. (The Gray Lady changed the piece’s title from “How to Save Beer” to “Wacky Names and Silly Labels Are Killing Craft Beer.”)
Gacioch wrote: “In most contexts, an industry experiencing low single-digit volume declines (while reaching a greater number of consumers than ever before) would hardly evoke imagery of death.
“While that imagery is provocative, I choose to pursue a perhaps duller reality. It’s no secret that the craft industry is facing market headwinds. In fact, rising input costs and tariffs probably have more potential to ‘kill’ craft breweries than wacky labels do (which, by the way, cost more than they used to). Yet, breweries are adjusting accordingly. A mature industry is not one of explosive growth or precipitous ‘death,’ it’s one where producers make data-driven strategic decisions to find their niche in meeting consumer need[s].”
For a slightly less polite rebuttal to the same piece, check out VinePair columnist Dave Infante’s (no relation, seriously) response in his weekly Hop Take column, in which he lambastes the op-ed as “boomer-coded kvetching” and “unserious pap masquerading as common-sense critique” informed by a dated perception of the industry.
Infante concludes: “Punching down at craft brewers trying to survive under the guise of trying to help them, while ignoring those firms actually moving the segment forward because they complicate your narrative is intellectually dishonest.”
Maplewood Brewery Acquires Taproom in Chicago Suburb Hermit-Crabbing
Maplewood Brewery & Distillery (Chicago) has acquired Two Hound Red Brewing’s former taproom space (Glen Ellyn, Illinois), with plans to open their own taproom at the location next spring, the company announced last week.
The location includes a 15-barrel brewhouse, outdoor patio and full kitchen, Craft Brewing Business reported. The facility will be Maplewood’s second own-premise location, and will reportedly add 1,500 barrels to the brewery’s production capacity.
“Expect familiar favorites, new food (yes, pizza), and all the warmth of the Lounge in a fresh new space,” the company wrote on social media.
Two Hound Red closed its doors October 12 after more than six years in operation. At the time of the closing announcement, the brewery teased that “a fan favorite brewery and restaurant group” had purchased the space.
‘Businesses that Fail Try to Stick to the Same Game Plan, Regardless of What’s Happening Around Them’
– investor and Shark Tank star Robert Herjavec told attendees last week at the NBWA’s Annual Convention in Las Vegas.
Herjavec, who recently invested in Dad Strength, a low ABV beer brand, encouraged beer industry leaders to adapt to what’s happening in the marketplace and with consumers – whether that’s using social media more to attract younger LDAs, or catering price or pack size to wallet-conscious shoppers.
He noted that “the amplification of noise to the consumer is at an all-time high,” and brands need to find ways to connect with consumers where they appreciate and understand a brand’s story and purpose.
He added: “I don’t think there’s going to be a revolution in the beer industry. Beer is not going away. Alcohol is not going away. So we love the evolution. It’s not going to look like it looks like today in 10 years, but it’s also not going to be completely disrupted.”
Catch up on why Herjavec is “bullish” on low ABV beer here.
Samuel Adams Grills Up 4th Boston Sports Collab Beer
Boston Beer has completed the Boston sport’s superfecta, and released its 4th Samuel Adams collaboration beer with one of the city’s sports legends.
This time, the craft brewery has joined forces with former NFL player and New England Patriots Hall of Famer, Vince Wilfork, to create Vince Grill Fork, a limited-edition 5.2% ABV Vienna lager, available now in cans and on draft at Samuel Adams’ Boston area taprooms.
Samuel Adams previously released collaborations with the Celtic’s Derrick White, former Bruins’ player Brad Marchand and the Red Sox’s Alex Bregman.
Check out the release video here.
Temescal Brewing Files for Chapter 11 Bankruptcy
Temescal Brewing (Oakland, California) has filed for Chapter 11 bankruptcy, the craft brewery announced on social media last week “in the spirit of transparency.”
Temescal owner and CEO Brandon Börgel wrote: “While this might sound ominous, this does not mean we are closing. Again, Temescal Brewing is NOT closing.
“Instead, this critical step will allow us to continue operating the brewery while we restructure the business for long-term health.”
Börgel said Temescal’s sales “are strong and trending upward,” but the brewery has faced “an overwhelming level of debt” following the COVID-19 pandemic, leading to the bankruptcy filing.
Founded in 2016, Temescal has prided itself on being a safe space for the queer community and other consumers from marginalized groups, and “no jerks.”
“We’ve made this decision with the clear intention of emerging from bankruptcy with a sustainable future ahead of us. With continued support from you, our community, we will keep on making great beer and providing a safe, inclusive space here in Oakland,” he continued.
Colorado’s Very Nice Brewing Taproom Destroyed in Fire
Very Nice Brewing (Nederland, Colorado) lost its original taproom in a fire last week that destroyed the shopping center where the brewery was. The location housed small-scale brewing operations – two pilot brewing systems, bottling and keg washing, co-owner Jeff Green told 9News.
Green said: “It was very shocking to see it. I think [I] didn’t even believe it until we actually saw it. It was complete devastation, it’s gone.”
A GoFundMe has been created to support the 13-year-old craft brewery. Very Nice’s second location (Black Hawk, Colorado) remains open.
21A Goodbye Bash Set For Saturday
As 21st Amendment winds down operations, the craft brewery has scheduled a “Last Call Celebration” at its San Leandro taproom on Saturday, October 25. The goodbye bash will run from noon to 10 p.m. with food trucks, live music, a photo booth, and games.
In early September, 21st Amendment shared plans to wind down operations and shutter its locations after 25 years in business. Catch up on the story here.
Crowns & Hops Packaging Refresh
Crowns & Hops (Los Angeles) shared a sneak peek for the craft brand’s refreshed packaging over the weekend.
In a social media teaser, the company wrote: “Allow us to reintroduce ourselves. Always evolve. Continue to unfold. Never remain stagnant.”
Take a look at the new can design for The Dopest hazy IPA in the link above.