SHARE OF THROAT

As many brand extensions as you can cram

Over the last year, we’ve fielded inquiries from breweries who are getting into everything non-beer, from distilled spirits, seltzer and hard seltzers, cider, kombucha, RTD cocktails, cold brew coffee, FMB’s, and CBD/THC-infused everything. From a larger industry perspective, we’re seeing the biggest of big beer companies making moves into non-beer markets (and the BA itself editing its definition of “craft” to better accommodate this new phenomenon). Inversely, we’re seeing traditionally non-alcoholic brands move into the space as well. And in general, it seems to be on everyone’s mind—we’ve seen several presentations on these various beverages, particularly kombucha and seltzer, at craft brewers conferences around the country this year.

Whether to fill excess brewhouse capacity, or to move into another category that the brewery team is passionate about, we only see this trend ramping up over the next few years as breweries scramble to bolster sales. A word of advice for those who are considering making something aside from beer: make sure to think about your brewery’s brand architecture and how adding a new extension might affect your overall footprint.

TURN-ON-A-DIME STYLE PROMINENCE

Blink and you’ll miss it

This trend took root 3 or 4 years ago with the small batch can release model (driven in large part by the Instagram / ISO culture / NE IPA phenomenon). It quickly transcended fad status and led to several new style categories from the Brewers Association. One style that perfectly encapsulates this phenomenon is the Brut IPA.

I was in Montana recently doing field work for a brewery rebrand and saw a Brut IPA on draft. I’d never heard of the style, so I ordered it and loved it. I flew home to Indianapolis a few days later and immediately saw the style at breweries all over town. I’m not exaggerating when I say that this style descended upon Indianapolis in a matter of weeks, seemingly taking hold even faster than the haze craze.

If tastes and whims are shifting this quickly, how is a craft brewery supposed to keep up with the latest and greatest styles? The anticlimactic answer that we’ve heard from brewers all over the country; Instagram. Something as simple as periodically following the #craftbeer hashtag will help you keep an eye on what’s coming next.

A MOVE TOWARD SUSTAINABILITY

Saving the whales, one IPA at a time

During the brewing process through transportation and final packaging, the beer industry creates a lot of waste. As consumers, we’ve got our fair share of blood plastic on our hands as well. We can dutifully slice up all of our 6-pack rings, sheepishly return a four-foot tall stack of PakTechs to the brewery from whence they came, or, if you’re feeling nostalgic: simply use a growler. But real impact will come when the production side of the industry becomes more mindful of this issue.

It’s been heartening to see an uptick in brewery clients discussing this topic openly over the last year. The options for smaller breweries are somewhat limited right now, but we’re seeing mega breweries make moves in this direction. And as these big guys move toward sustainable packaging, we expect cheaper solutions to become more mainstream and available for smaller craft brewers.