Wednesday, June 13, 2018

Brewers Association releases new insights on craft demographics

Photo: © Brewers Association.

This week, the Brewers Association released new data on the demographics of craft beer lovers, with results presented from a top down view, as well as from the perspectives of race and gender. A portion of that report is summarized here, along with additional data shared by the BA in an addendum breaking things down into defined market areas.

Beginning with the broader view, specifically the number of people in the U.S. drinking craft beer "at least several times a year," it was found that around 40% of legal drinking age adults - i.e. the 21 and up population - are occasional craft beer drinkers (68.5% male, 31.5% female). That number, sourced from a Neilsen - Harris on Demand poll, has increased slightly over the past few years, rising from a value of 35% in 2015.

If the focus is shifted to regular craft beer drinkers, though, the numbers are lower. According to Scarborough (a separate division of Nielsen), only 7.3% of adults polled in 2017 had consumed a craft beer in the last 30 days. That places roughly 17.5 million Americans into the category of what the Brewers Association calls "craft's core" consumer (68.9% male, 31.1% female).

As for how things stack up locally, supplemental data provides insight into those considered to be regular craft beer drinkers in Dallas-Fort Worth. Based on responses taken between June 2016 and November 2017, it was estimated that just over 280,000 people in D-FW had consumed a craft beer within 30 days. Of those, 68.7% were men, while 31.3% were female.

At least in terms of gender, that means the local market appears to be right in line with the national average. North Texas lags, however, when it comes to those reaching for a craft beer on a regular basis, since less than 4% of a population near 7.1 million fits that description.

Translation? There's still work to be done in getting more people on the path to drinking better beer in Dallas-Fort Worth.



Click here for more on the BA's look at the "Shifting Demographics of Craft Beer," including changes in demographics with respect to race/ethnicity.

Tuesday, June 12, 2018

Whistle Post closes in Pilot Point

Image credit: Whistle Post Brewing Co.

Effective as of the end of May, Whistle Post Brewing Co. of Pilot Point has ceased production and is now closed.

Founded by those behind Western Son Distillery, the brewery opened during the summer of 2016 in a building adjacent to the spirit maker. It remained a draft only business until early 2017, after which Whistle Post began distribution of Shoofly Texas Golden Ale and Rooster Shooter Texas Lager in bottles.

Those beers, along with products like Lizard Scorcher IPA, Shoofly Coconut Lime Ale and others, maintained a focus on easy-drinking, low ABV offerings, with strengths hovering just above and below 5%.

Deep Ellum joins CANarchy collective

Image credit: CANarchy.

Seeking to secure a fresh infusion of resources for increased production and distribution, Deep Ellum Brewing Co. of Dallas has joined the CANarchy Craft Brewery Collective.

Founded in 2011 by John Reardon, Deep Ellum has grown into the third largest independent craft brewery in Texas. Led by its flagship brews, Dallas Blonde and Deep Ellum IPA, the company grew 37% in 2017 while producing more than 45,000 barrels. Deep Ellum's products are currently only available in Texas, with the vast majority being consumed within 20 miles of the brewery.

“It’s been a hell of a ride for all of us at Deep Ellum and I believe this is just the beginning,” says Reardon. “We’ve been looking for the right partner to grow the Deep Ellum brand and I believe we’ve found that with CANarchy. They’re a group of like-minded people that have not conformed to the status-quo and have hit critical mass on the path of coming together and remaining independent. We’re all in.”

CANarchy got its start in 2015, led by Oskar Blues Brewery founder, Dale Katechis. The group provides a platform from which rapidly growing craft breweries seeking high level resources can expand and compete in the increasingly competitive craft beer segment, while maintaining independence. The platform is driven by individual brewery culture, giving brewers control of their businesses and brands, while providing resources and support to scale their respective operations.

“CANarchy’s culture thrives on collaboration among craft breweries blazing their own path and doing things their own way," says Katechis. "John and the Deep Ellum crew light the fire of craft beer in Dallas-Fort Worth and they will bring that same fire to our collective."

In addition to Oskar Blues, Deep Ellum joins a roster of brands whose current membership includes Cigar City Brewing, Perrin Brewing Co., Wasatch Brewery and Squatters Craft Beers. Using Cigar City as an example of CANarchy's impact, the Florida-based brewery entered the collective in June of 2016. After immediately addressing capacity issues, CANarchy was able to help Cigar City expand distribution and increase shipments 43% from 65,000 to 92,000 barrels in 2017.

“Deep Ellum Brewing has created a strong community and now they’re facing next-level challenges that we’ve seen before," says Joey Redner, founder of Cigar City. "Within CANarchy, we can solve those problems in our own way."

As for Deep Ellum, it's currently undergoing a large expansion, including the installation of a 60-barrel brewhouse at the company’s primary facility that is expected to come online within the next few months. The brewery is operating at maximum capacity and is projecting 55,000 barrels of production in 2018. Deep Ellum is also constructing a taproom in Fort Worth that will incorporate a five-barrel system and retail space that is scheduled to open in late fall of 2018.

“During my time at the University of Colorado I specifically remember my first can of Dale’s Pale Ale, and that experience is part of the reason I’m in this business," adds Reardon. "Joining a collective of such irreverent and disruptive founders and leaders is exactly what Deep Ellum has been looking for."

Terms of the agreement were not disclosed.

Friday, June 8, 2018

Lakewood getting Jack'd up for summer

Image courtesy of Lakewood Brewing Co.

Last summer, Lakewood Brewing Co. of Garland was one of a handful of local breweries invited to collaborate with iconic whiskey-maker, Jack Daniel's. Barrels for the initiative were hand-delivered to each brewery, with Lakewood using theirs to create a pair of special brews.

“We experimented and came up with Jack’d Up Lemonale and Tennessee Temptress, paying homage to the Jack Daniel's cocktail favorites, Lynchburg Lemonade and Jack & Cola,” says Wim Bens, owner of Lakewood. “We wanted to create two amazing and unique beers for this project, so we took our flagship Temptress and put a new twist on it, and built Lemonale from the ground up.”

Described as a refreshing take on a southern favorite, Jack’d Up Lemonale is a kettle-soured wheat beer brewed with a mix of Citra and Lemondrop hops. The beer was aged for six months in the aforementioned barrels, then enhanced with an infusion of 120 pounds of freshly-squeezed Meyer lemons.

As for Tennessee Temptress, that beer is based off of Lakewood's popular imperial milk stout, The Temptress. Also aged for six months, this Temptress variety was refermented on over 500 pounds of sweet cherry puree. The added treatment is said to have provided a touch of sweetness, while also helping to round out the beer's edges.

Both offerings are draft only and available now in the brewery's taproom, with deliveries to select accounts scheduled to begin next week.

In addition, representatives from Jack Daniel's and Lakewood will be hosting a beer dinner at The Libertine Bar on Wednesday, June 27. The event will feature the two collaboration beers, as well as a selection of Jack Daniel’s top-shelf whiskeys.