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.

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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.

Books on beer: Exploring the realm of Eclectic IPA

Image courtesy of Brewers Publications.

Dick Cantwell likes to say every beer has a story. So here, in his fourth book for Brewers Publications, is the story of Eclectic IPA. Though, truth be told, it's not so much a narrative as it is an idea book, focusing less on the "how to" and more on the "what to try" when pushing the boundaries of the IPA.

Calling it an idea book has to do with style specifics and Cantwell's repeated reminders to not worry about taxonomy. Eclectic IPAs, incorporating the flavors of fruits and vegetables, herbs and spices, or coffee and chocolate, don't meet a defined style guideline. Well, other than the fact that they are all just American IPAs - albeit with a bit of augmentation. In other words, there isn't just one way to do things when working in this medium. Moreover, when crafting this type of beer, it doesn't matter what a recipe ingredient is called or how you classify it...what matters is whether you have the makings of a delicious IPA.

Now, that's not to say you should throw caution to the wind with regards to eclectic IPAs and their ingredients. Naturally, there are things to consider. For example, is that exotic herb you've discovered safe and palatable? Or, worse yet, will it be a key ingredient in your new hemlock IPA?

Indeed, the choice of ingredients is one thing, but deciding how (e.g. raw versus cooked, whole versus processed) and when to use them (e.g. hot side or cold side) is quite another. Oh, and let's not forget about balance, and how it's best not to approach flavor presence "through the metaphoric use of a Tom & Jerry mallet."

Those topics and more are examined in the book, as Cantwell offers a wide range of ideas in both text and tabular form that encourage experimentation. Of course, there are an abundance of recipes as well, which serve as a jumping-off point to kick-start your explorations.

As for going beyond that, Cantwell says it's entirely up to you. His ideas are just that, and Eclectic IPA is a book that's meant to be built on. For it's you, the reader/brewer, that will assume the role of "interpretive opportunist," as you seek to add your own personal touch to craft beer's most popular style.

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Eclectic IPA is published by Brewers Publications (pre-release copy provided for review). It's available for purchase now on the publisher's website, with copies expected to be on sale at retail in early June.

Dick Cantwell co-founded Elysian Brewing Co. of Seattle, Washington, in 1996. He is currently the director of brewing operations at Magnolia Brewing Co. in San Francisco, California. His writing credits include Barley Wine: History, Brewing Techniques, Recipes (1998), The Brewers Association's Guide to Staring Your Own Brewery, Second Edition (2013) and Wood & Beer: A Brewers Guide (2016).

Session Beers now available from Brewers Publications

Image courtesy of Brewers Publications.

In her new book, Session Beers: Brewing for Flavor and Balance, author Jennifer Talley points out that session beers have been brewed for hundreds of years. In other words, session beers are not a trend. It may seem that way given the recent uptick in popularity of these types of beers, but even the term "session beer" pre-dates all of the modern mega beer madness. You know, back before the bugs, the barrels and all things high-ABV took hold of everyone's senses.

Of course, history lessons are just a jumping off point into a subject, not mention a beer type, that has much more depth than the "session beer" moniker might imply. Indeed, session beers aren't just about lower alcohol content. Things like bitterness, body, carbonation, finish and sweetness can also impact a beer's drinkability. It's up to the brewer to find the right balance of these and other factors in creating a beer that keeps you coming back for more.

And, Talley would know just how to do that, considering she spent over 20 years brewing in Utah, where state-imposed restrictions require beer to contain to less than 4% ABV. It's that experience Talley brings to bear in Session Beers, where she discusses not only the definition and design of session beers, but also how best to go about drinking them.

Naturally, there are an abundance of recipes as well (nearly half of the book is devoted to them), with breakdowns provided for both commercial (in the form of an outline) and five-gallon batches. Recipes appear for popular beers from the likes of Bell's, Firestone Walker, Stone and others. There's even one from Lone Star State, with guidelines given on how to make Saint Arnold Fancy Lawnmower Ale.

The recurring theme throughout, though, centers on the idea that a session beer should be a beer that encourages extended enjoyment. Talley explains that such a thing is good for the consumer in that it allows for more time with friends, while also helping in the area of responsible drinking. Not surprisingly, the increased consumption is good for business owners as well, and Talley takes the time to show how offering session beers to patrons can be a boost to the bottom line.

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Session Beers is published by Brewers Publications (pre-release copy provided for review). It is available now, exclusively to members of the Brewers Association and the American Homebrewers Association. Public sales of the book will begin on August 31.

Smithsonian launching initiative to document brewing history

Image credits: Smithsonian, Brewers Association.

The Smithsonian National Museum of American History has announced the launch of a three-year initiative to collect, document and preserve the history of brewing, craft brewing and the beer industry to explore how beer and brewing connects to larger themes in American History.

This effort, which is part of the "Smithsonian Food History" project, is being made possible through a donation from the Brewers Association. The work will seek to examine beer's connection to significant social, cultural, economic and environmental movements across the country, as well as how the beverage ties in to different aspects of advertising, agriculture, innovation, business and community life.

"Brewing has a long and deep connection to our country's history, and the museum's collections explore the history of beer from the late 19th to early 20th centuries," said John Gray, director of the museum. "The Support of the Brewers Association allows our staff to collect the more recent history, including the impact of small and independent craft brewers who continue to advance the U.S. beer culture and inspire brewers worldwide."

Museum staff have researched and documented American food and beverage history for more than two decades and will work with the Brewers Association, American brewers and beer historians to document and collect the stories of the modern industry. The museum currently houses several small, but important collections dating from the 1870-1960s, but as American brewing continues to expand in scope, scale and impact, the museum is uniquely positioned to collect new industry material for the future benefit of scholars, researchers and the public.

"The craft brewing revolution in American has had a profound social, cultural and economic impact on this country," said Bob Pease, president and CEO of the Brewers Association. "America is a beer destination. We are honored to support this effort and work with the National Museum of American History to chronicle and showcase the significant achievements small and independent brewers have made throughout this nation's history."

For more information on the initiative and a link to the museum's digital collections relating to beer history, visit http://s.si.edu/BrewHistory.