What’s Next in Craft Beer?

Industry experts tell us their thoughts on the future of a trend that’s become a movement.

SPONSORED 12:12PM • 11/12/15

In an age where hipsters decide what’s cool, the term “craft” has taken on an entirely new definition as mass production takes a seat to newer trends. Many say the craft beer movement actually revived the industry, and at the forefront are brands that innovate, not duplicate.

We spoke with CEOs of two brands making a killing on the movement to find out why they’re on top and whether this trend is actually the future of the industry.

Drew French is the CEO of Your Pie, a brand that launched in 2008 when craft beer wasn’t prevalent in most areas of the country. In the most recent report, the Brewers Association announced the Craft Beer Market is worth $19.6 billion dollars—that’s a 22% growth in 2014 sales alone—meaning a big payday awaits those looking to enter a dominant market.

“Over the years, craft beer has grown exponentially and we have been very supportive of growing right alongside it,” said French. “We have really been on the front end of the craft beer movement, and as such, our beer sales as a percentage of sales are higher than the industry average.”

French doesn’t see any signs that growth of the industry is slowing down, and he believes adapting to that growth as more breweries are introduced in local markets is key to survival.

“I really sense that there is a tipping point in restaurants having the ability to go hyper local in terms of what beers they provide and support,” said French. “For example, we have locations that only offer beers from their state. Some markets are close to having the ability to only serve beers from their city. As more breweries open, there is more choice, but as with any highly competitive market, the customer is the one that wins.”

With the idea of the local market comes the passion today’s consumers have for supporting local brands. It’s no surprise that the “buy local” campaign supports retailors, but it’s also had a major effect on local ingredient sourcing.

According to a 2014 Gallup poll, 45% of Americans actively try to include organic foods in their diets, leading many to stray away from the chain grocery stores and head to local farmers market.

“Today’s consumer is very connected and very conscious of supporting local,” said French. “They are also very sensitive to quality and authenticity. Craft beer has all of these qualities. It’s a perfect combination that people get passionate about."

The Brass Tap* has been another brand that started at the beginning of the trend and has worked its way up to become a prominent player in the industry. The Florida-based upscale craft beer and wine bar was founded in 2008 with a focus on becoming a host for local craft beer brewers across the country. In other words, craft is what they do.

“In our opinion, craft beer can never get too popular,” said The Brass Tap CEO Chris Elliot. “People who usually never drink beer love the variety of styles and exotic tastes that craft beer offers. We expect the popularity and usage of craft beer to grow indefinitely.”

Elliot sees the growth of the industry as a success not only for the brewers who may not have been able to hit it big due prohibition restraints but also for restaurants and retailers offering more selective options.

“There are more breweries being built every day, more restaurants and retailors offering craft beer and more people drinking craft beer as a result,” said Elliot. “I guess you could say the industry is heading up. How far? Who knows, but there is tremendous growth momentum. One of the cool aspects of the craft beer culture is everyone involved is passionate about the product and want to see others who get involved succeed.”

The Brass Tap typically offers a set of 60 draft beers that are usually made up of 15 “crossover” beers like Guinness and Stella. They also offer a variety of popular styles from around the world, such as Abbey Ales and Lambics from Belgium, Pilsners from Czech Republic, and IPAs, Porters, Stouts and local brews from the USA.

“Craft has made an impact because it’s better tasting beer with more variety,” said Elliot. “Craft beer offers a never ending path to different flavor experiences. We love to showcase locally brewed beer because it emphasizes each brewer’s unique style.”

The craft beer movement has been a boon for Your Pie, but what’s next for the specialized pizza concept?

“We are cooking up some great combinations in the kitchen,” said French. “The cool thing about pizza is that from a craft and creative standpoint, the sky is really the limit. I don’t want to let any cats out of the bag, so you’ll have to wait and see.”

As for The Brass Tap, business is flourishing thanks in part to the beer boom, so creating new recipes that keep consumers guessing is a key component to its success.

“We are brewing beer on site now in 3 of our 30 locations and we are very pleased with the results,” said Elliot. “We are still in the testing phase of brewing in house but don’t be surprised if you see it in lots of Brass Taps over the next few years.”

To learn more about Your Pie, visit yourpie.1851franchise.com.

*This brand is a paid partner of 1851 Franchise. For more information on paid partnerships please click here.

What’s Next in Craft Beer?

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