The New Age Watering Hole
As the beer industry booms in the United States, domestic beer has taken a back seat to the craft and micro-brewery world. Not only are more people drinking the concoctions but brewers are creating the businesses to fuel that thirst. Additionally, the younger oenophiles and drinkers are thirstier than the older generation, with an average of 3.1 glasses compared to 2.4 for Gen Xers and 1.9 glasses for the Boomers.
The younger generation is becoming the frequent buyers, which requires an affordable option that also tastes good. Occasionally, the opportunity offers itself for a limited beverage that millennials are willing to pay for the experience, taste, and notoriety of the beer, wine, or liquor. The millennials have introduced this phenomenon of appreciation for quality and quantity. A group of 20 year olds to 40 that will pay $3 for a bottle but spend $30 the next visit to the liquor store. This is especially true within the local beer scene as the breweries pop up in small towns, in addition to distilleries.
For the majority of beer drinkers, the appreciation of the taste is as important as the advertisement for the beverage. The beer brands are something to catch the eye of the amateur or the connoisseur. The packaging is key in addition to the taste.
This branding of beer is different within the industry. There are multiple types: brewpubs, microbreweries, regional craft brewing companies, and contract brewing companies. The larger breweries still have their place in drinking society, however the newer generation appreciates a more intimate drinking experience. This is true even if that means spending more money on quality over quantity.
This explosion of breweries is demonstrated in the number of breweries in 2015 increasing by 15%, totaling at 4,269 breweries. The majority of these breweries are not domestic and advertise to these newer drinkers that are interested in the newest tastes at these alcohol stores. The beer brand is essentially the most important, as the number of drinkers of beer brands that are associated with large companies is finishing. This is evident in the fact that the larger corporations are trying to appeal to the younger drinker with more unique tastes of beer and liquor. However, as the local business support grows, the average drinker will always stray towards the unique.