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The Demand for Microbrews in a Competitive Market

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Many are amazed at the head of steam the trend of good, quality beer has built up in recent years.  For many home brew entrepreneurs, the increasing demand for microbrews and quality beers has made their dreams come true.  The market seems to show little sign of slowing down.  More and more breweries are opening every year at the craft and microbrew level, and even the big companies are trying to compete and keep their formidable chunk of the beer market.  Well, there will always be those who want the cheapest of schwill.  But more and more people want something more out of their beer: nutrition, flavor, and real tradition.

New Belgium

Let’s start with some definitions.  Microbreweries are considered those breweries that produce less than 15,000 barrels a year.  Microbrews also tend to focus on producing the highest quality beer, and in the U.S., this also qualifies most of them as craft breweries.  Unlike bigger breweries, the eye towards quality means that beer is actually made with real barley, hops, and yeast.  The addition of rice and corn found in the cheapest schwill are not found in microbrews.  Although this means an increased cost of up to 60% that of mainstream beers, microbrews manage to do quite well in a consistently shrinking beer market.  Microbrew sales consistently have risen 40% in recent years, with new breweries popping up with regionally-based fans all over the country.  In order to study the methods of the micro breweries success, lets look at one of the biggest success stories.

One beer manufacturer that has risen above the qualifier for microbrews while still maintaining its craft brewery status is New Belgium.  With its very popular flagship beer, Fat Tire, New Belgium has continued in the tradition of craft brewing excellence, even while exponentially increasing its production.  For those interested in the business of beer, New Belgium is a great company to study.  With well-studied brewing expertise they have managed time and time again to upgrade their brewery production without sacrificing quality.

One undeniable aspect of New Belgium’s success is ingenuity and green production techniques.  With a commitment to sustainable production methods, New Belgium has merged ideology with efficiency and some crackin’ good outside the box thinking.  Since 1999, the New Belgium brewery has been powered from 100% renewable energy sources.  30% of the energy that is used to manufacture is harvested from the biodegradation of their own spent grains, and the rest comes from wind power, bought off the grid of the power company with specific earmarking for wind farms.  With other companies scrambling to attain the reputation of being “green”, New Belgium is an example of authentic green thinking and how well green marketing can work if it isn’t just all talk.

Perhaps one reason why New Belgium has been able to achieve such success is that the company is, in a large part, owned by its operators.  After only one year working for New Belgium, employees are given part ownership of the company and a brand new shiny red bicycle.  One aspect of their business which struck me as phenomenal, was their transparent finances policy.  According to their website:

“And, like all responsible business owners, it’s important to know your bottom line, barrels, and books. Meet New Belgium’s practice of open-book management: a policy of fiscal transparency throughout the company that encourages a community of trust and mutual responsibility.”

It seems that finally, there is a precedent for honesty, ingenuity, and integrity in successful business.

In an ever expanding market, it only makes sense that microbreweries are a good investment choice, even in the troubling times of today’s economy.  Even in the toughest of times, people of all economic strata seldom give up the solace of a fine beer.  But more than that, craft brewing is part of a culture that honors fair dealing, hard work, and cultural tradition.  All of this is evident in the policies of one of the most successful craft breweries of the last 20 years – and it can happen again, maybe for you.

Related article: Kegerators.com’s Top 5 Names in Domestic Beer

Beers of the World

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Beer has circled the globe more than a few times. One of the great treats a beer fan can enjoy is sampling the great variety of flavors that the beers of the world provide. In the U.S., beer fans have had the great pleasure of being served the beers of the world right here in our own country. Thanks to the rising popularity of fine ales, many of the beers traditional to Belgium, Germany, and the Nederlands are even being made by micro-breweries in the states. In the world of beer, there are still many as of yet unexplored brews from unexpected corners of the world. Here I will discuss a sampling of unique beers from 5 different countries: Africa (Palm beer), Brazil (Manioc), Tibet (Chang), and Scotland (Heather ale), all of which are described in Stephen Harrod Buhner’s book Sacred and Healing Herbal Beers.

Beer tends to be defined, in common parlance, as an alcoholic beverage made with hops, barley, yeast, and water. When talking about beers of the world, we must be ready to broaden our definition of the word beer to encompass that which is at hand. Grains of different types are used, from wheat to millet, rice, and even corn. In some place in the world, barley and hops are not available or simply do not grow there – and so, people make do with what they have.

For example, as we learn from Buhner in his book Sacred and Healing Herbal Beers, in Brazil, one native beer is known as Masato, or Manioc Beer. This beer has been made for approximately the last 4,000 years from a root called Manioc, which is also used to make tapioca. The Manioc root grows quickly, and attains a weight of up to 30 pounds within just a few months. It is used for food as well as to make the Masato. Traditionally, the root is chopped, boiled, and the starch to sugar conversion is catalyzed with human saliva. The women of the tribe chew the root pieces and then put them back in the boiling pot. Wild yeast is allowed into the wort to start the fermentation process. The Manioc plant is deeply ingrained into the cultures of the people who make it still, with it’s own mythology. You can read more about Manioc in Buhner’s book.

Another beer of the world made with unconventional ingredients (at least to the western world’s beer fan) is Palm beer. According to Buhner, palm beer is made with the unrefined sap from a variety of palm trees: date palms, coconut trees, moriche, sago, and palmyra being the most common. For many indigenous peoples throughout Africa, South America, and even India, Palm beer is an important part of life that transcends the physical world. Thus, it is often shared with the ancestors and used to help communicate with their spirits.

Getting back to more familiar ingredients, we shall look at Tibet. There, a brew called Chang is made mostly from Barley. Millet and buckwheat are used in some cases when barley is unavailable. What really makes this brew different from others, as we learn from Buhner, is the use of ginger-root-based yeast cakes for both the starch to sugar conversion and to start fermentation. Yeast cakes are made by crushing dried ginger root and mixing it with rice or barley flour. The mixture is then moistened and formed into cakes that are added to the boiled barley, rice, or millet that are being used to make the drink.

Heather Ale is an interesting beer of the western tradition that encompasses the herb heather as an admixture. The making of heather ale goes back to the culture of the indigenous Pictish tribes of the British Isles. In addition to numerous literary and folkloric assertations about the history of heather ale and mead, Buhner sites, in his book, an archeological dig on the Scottish Isle of Rhum. This dig discovered a pottery shard dating 2,000 years B.C. with “traces of a fermented beverage containing heather.” Heather ale has recently become commercially available in the U.S. as Fraolich ale, brewed in ???.

These five beers are just the tip of the iceberg. There are innumerable beers in the world, some still hidden away in remote corners, making the world of beer a very interesting place. New varieties of herbal beer are popping up among beer fans on the U.S. as well as inventive new micro-brews containing herbal admixtures, re-creations of ancient recipes, and brand new ideas in brewing. Keep your eyes open for the next invigorating (and inebriating) discoveries among the beers of the world.

Blackthorn's Guide to Touring Breweries

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Touring Breweries

Imagine a vacation where all you did was tour breweries and sample beers from all over the nation. This kind of vacation is now possible in this country. The proliferation of microbreweries has reached such an epic proportion in the U.S. that every major city – and many smaller burgs – have breweries that offer guided tours. Naturally, not every beer fan is going to be able to convince their spouse of the fun and excitement of a brewery-tour-style vacation, but it is easily feasible to work a couple of brewery stops into the family road trip. After all, brewery tours are educational and interesting for the whole family!

Most brewery tours take place on the weekends, so make sure to take this into account with your holiday planning. Some brewery tours are free, others cost a small amount (usually $5 or so), and sometimes reservations are encouraged or required. A little research on the interweb will provide all the contact information you will need. It pays to call ahead at the brewery and ask about family, student, or elderly discounts – and to make sure that someone is there!

To determine which breweries to visit, I suggest first searching out the locations of where your favorite beers are made. Many beer companies, even microbrews, have multiple breweries. If you are planning a brewery vacation, it is easy to then connect the dots and start calling about tours in the spots you want to hit. If you have a vacation route already planned out, and have found a brewery that tours on it, you should ask the receptionist if they know of any other touring breweries in the area. In this manner, you can discover some of the local flavor, and perhaps run across your new favorite beer.

Many distilleries also offer tours of their production facilities. Perhaps the most famous of these is the Jack Daniels distillery in Lynchburg. The distillery is located about 75 miles southeast of Nashville, Tennessee, and offers 1 hour and 15 minute tours of the facility. The Jack Daniels tour incorporates informative information about the distilling process, historical anecdotes about the famous whisky, and a chance to buy commemorative bottles at their White Rabbit bottle shop. Although Moore county, where the distillery is located, is a dry county, and it forbidden to sell any form of alcohol, the distillery has a special legal dispensation to sell small commemorative bottles there.

Another fun and interesting brewery tour is that of TAKARA Sake works in Berkeley, CA. I heard from many friends about the quality of this tour for years before I was able to make it. This tour features a sake museum and an instructional video about sake making and its history. At the end of the tour, the generous hosts of TAKARA Sake treat the (21+) brewery tourists to a tasting of 11 different kinds of sake. This tour is quite a treat, and a must see for any brewery fan touring breweries in Northern California, especially the San Francisco Bay Area.

For Texans, the Shiner brewery tour is an easy jaunt. If you are interested in how a larger brewing operation works, you can visit this brewery where the daily production reaches approximately 8,000 cases of beer and 500 kegs. The Spoetzl Brewery is one of the fewer than 170 breweries in the U.S. that survived prohibition, and is still going strong to this day. As far as breweries go, this is a historical operation. Located conveniently close to San Antonio, Houston, and Austin, the Spoetzl Brewery offers tours Monday through Friday at 11 a.m. and 1:30 p.m.

The few brewery tours listed here give you some idea of the breadth and variety of brew tour adventures available to the general public. While researching your brewery tour vacation, keep an eye out for the unusual, perhaps a drink you are not used to. You will come away educated and with a greater sense of the variety and adventure available while touring breweries.

Beer Trends in 2007: a summary

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Beer Trends

2007 has been an exciting time for beer. With a public increasingly interested in craft brewing, we have seen a greater variety and tendency towards experimentation from brewers. Even big brewers are now desperately trying to get a piece of the quality beer market. At a time when craft brewers are upgrading to micro-breweries, and some micro-breweries are selling so well that they can’t be called “micro” any more, the abundance these brewers are enjoying is sparking a creativity in brewing that is at an all-time high.

One unforeseen benefit of this golden age of microbrews is the revival of older, or even ancient traditions of brewing, such as cask-conditioned ales. Cask ales have increasingly come to the fore in increasingly craft-brew oriented bars from coast to coast. According to the New York Times in their article Power in the Cask: New Beers, Old Ways, one beer distributor, Union Beer Distributors, has had their accounts more than triple for cask ale sales in 2007. UBD is the leading cask ale distributor for the New York metropolitan area.

In addition to cask ales, recipes for ancient beers have been re-surfacing in the commercial market as a trend. While some varieties have been on sale for many years, such as the Trappist Ales from the monasteries of Belgium and the Netherlands, each year we are seeing more and more ancient recipes on the shelf. Fraoch, the Gruit-style Heather Ale of Scotland was perhaps the first of these ancient recipes to be re-born in a commercial venue. One of the most ancient recipes being re-created recently is Dogfish Head Breweries’ Midas Touch Golden Elixir. This beer is made from the oldest as-of-yet discovered beer of the ancients. According to the Dogfish Head website, their Midas Touch Golden Elixir contains:

“…the known ingredients of barley, white Muscat grapes, honey & saffron found in the drinking vessels in King Midas’ tomb! Somewhere between a beer, wine and mead…”

Both of these ales exemplify a distinct brewing trend apart from that of ancient beers re-incarnated, and that is hop-less ale. Hops have dominated the brewers arsenal for about 700 years, and it is only now that we are seeing the return of un-hopped ales. Before hops took over the scene, the most popular herbs used in beer were part of a concoction known as Gruit. Gruit was outlawed during the 16th to 18th centuries throughout most of Europe, but may see a resurgence, despite its euphoric, aphrodisiacal, and cerebrally stimulating properties.

Gluten-free ale is another innovation which is satisfying a niche market the world round. From Belgium comes Green’s, a brewing company that specializes in such ales in many varieties and flavors. In 2007, Green’s gluten-free ales hit the U.S. market with their blend of sorghum, rice, and millet replacing malted barley in their ales.

With all of these innovations in beer, and the new market that is popping up as a result, we are seeing even big brewing conglomerates attempting to jump on the band wagon. But big brewing companies are in a tight bind when trying to enter the high quality beer arena that has traditionally been the domain of micro breweries. Some are trying to market the same old rice padded malt beverage as a micro brew with some tricks: like adding blue food coloring to ale to try and sell their “blueberry” ale. Others are increasing their malt content for their “select” line of beers – but the slow degradation of mass produced beers has reached such a point that many people (myself included) simply cannot believe that these big corporations are capable of putting out a decent beer. One rule of thumb I have always followed is this: any beer that claims to be “best”, or a “premium” beer most certainly ISN’T. It is especially amusing to me when malt liquor is advertised as “premium”. The big brewing corporations that put out such beer have lost all credibility in the eyes of many beer fans.

It will be interesting to see how these trends develop in 2008. Will big beer corporations be able to get in on the beer-of-quality market? Will more ancient beer recipes be commercially available? Will gluten-free beer technology usurp barley? Will Gruit return to the world? All I can say is, our intentions create the world we live in.