number of craft breweries in America has grown from 2,401 to 3,418, representing a 42% increase. (“Number of Breweries and Brewpubs in the U.S.”) Additionally, while US overall beer production fell 1.4% in 2013, craft beer production grew by 9.6% and now represents 7% of the total beer market. (Snider). The brewers association describes a craft brewer as small, meaning annual production of less than 6 million barrels of beer, independent, meaning less than 25% of the brewery is owned by non-craft brewers
drink: Craft Beer. As a student of ethnography I was interested in this social phenomenon of craft beer in Cape Town, and even more so about this subculture of drinkers that would pay more for a craft beer, then a standard, regular, cheaper beer. "Craft beer" in this context refers to beer that has been brewed locally and has not been distributed by the mass market, for example SAB. After doing
I was invited to the 3rd annual PGA National Resort & Spa Craft Beer Bash on Saturday, August 19th. Technically it’s the 6th annual, but the first three years were a combination of craft beer and burgers. I had the pleasure of attending one of those in the past, so I had an idea of what to expect this time around. The festival started at 1:00pm and continued until 4:00pm at which time festivalgoers were invited to an after-party at the iBar. Live entertainment was provided during the Bash by Sweet
In this essay, I shall explore the subculture of Craft Beer Drinkers in Cape Town. I will look at the subculture's core purpose, what motivates, unifies and drives the members as well as the shared and distinguishing elements of the subculture's identity. I will explain what brands are identified by the members as being part of their subculture, where and how they access these brands and how these brands successfully infiltrated the subculture. Lastly, I will explain which specific brands I believe
present day and has spurred the continued growth of the craft beer market. From 2010 to 2015 the production volume of craft beer increased from 5% to 12.8% and over 2 thousand new microbreweries entered the market (Brewers Association). Production is expanding to keep up with consumer demand. More and more beer market shares is being taken over by craft breweries. Consumers continue to put an emphasis on taste and quality over price making craft beer an obvious choice for more consumers, making them seek
Situational Analysis Key Issues/Facts: Craft beer has become so popular recently. However, beer is not new to the world, the flavoring and presentation of craft beer first started gaining popularity in the 1980s and erupted in the United States in 2010. Although some countries that are known for having master breweries look down on America brew, there is one company that stands against that notion, Sam Adams. The iconic Sam Adams has been around since I was a kid, however, what are some ways they
glass to serve their beer in for years. Since the craft beer industry in North America is booming in volume and the number of styles, it is only logical that craft beer be presented in the best glassware. This report provides reasons as to why the shaker pint (or cocktail glass) should not be used as the dominant glassware of choice for craft beer. DEFINITION OF THE PROBLEM The average customer thinks that the shaker pint glass is an acceptable choice for consuming craft beer from. The vast majority
This report plans to outline the craft beer company Hop Invaders, and create a recommendation to help this business move forward. This report will also bring forward the customers, competitors, suppliers, and labour market, and how these feed into the recommendation. Hop Invaders was founded by Chris Henderson and David Gibson a little over two years ago after they brewed in their shed at home using a home brewing kit. They then took their creations to the Craft Beer Festival in Dunedin where they
MGT 407 Final Project 1 The craft beer movement is here to stay and one of the biggest players in the market is Boston Beer Company. This company is most notably known for their flagship beer Samuel Adams Boston Lager. They are also producing over 60 different styles of beer including cider and malt beverages making them the second largest craft brewery in the United States. Boston Beer Company was founded in 1984 by Jim Koch who is still the current owner and head brew master. He can be seen in
and subtleties of the beer I chose for the night. They were use to throwing back beers or chugging. I was into the overall experience and slowly enjoying my beer with all its complexities and varieties. My beer was meant to adjust to room temperature, not poured into a taste numbing ice cold class. I learned that my beer however would be the only one not stolen in our shared refrigerator. This forwarded my interest and broadened my palette for the most vicious unfavorable beer any person would dare