Beer is not recession proof. Just ask the imported and domestic beer distributors. In the first half of 2009 imported beer sales were down 9.5%. The beer industry as a whole saw sales go down by 1.3%.
American Microbrew has a
different story to tell.
Micro and craft brewers continued to grow in 2009 at an impressive rate despite the recession. Microbrewers produced 5% more beer, 62,000,000 gallons, in the first half of 2009 compared to the same period in 2008. This led the way for a 9% growth in total sales dollars for microbrews. Handcrafted beers remain the fastest growing segment of all alcohol sales in the U.S., out pacing wine and spirits. Microbrew has proven not only resistant to the recession but capable of sustained growth.
This is not to say the recession hasn’t affected microbrew. On the contrary it has slowed the rate of growth dramatically. In 2006, the last full year prior to the recession, micro sales saw an increase of 17.8% in one year alone. This was the peak of a three year period that saw an overall increase of 31.5%. As the economy emerges from the recession, microbrew is well positioned to return to these higher rates of growth.
Growing regional microbrewers such as Sierra Nevada and Boulevard Brewing reach out with new products to an increasingly curious beer drinking public. As first time customers are won over by hand crafted products they become more likely to experiment with other microbrews, expanding the consumer base. This article about Sam Adams illustrates a coming reality for a few of our greatest microbreweries.
American alcohol consumers have clearly embraced microbrew as the beer of the future. With a new record of over 1500 brewpubs and microbreweries with literally thousands of handcrafted beers in the U.S. for the public to try, it is easy to see the growth potential for the industry.















