trends

Craft beer is evolving. So is craft retail.

| Paul

BTBF-2016_logoIt’s no secret that American craft beer changes with the times. The beer in your glass responds to consumer demand and brewer creativity as well as the unseen influences of ingredients, costs and regulation. But the end-product is not the only thing changing.

The many and various ways that craft beer is retailed and ultimately sold to the consumer evolves along with changing market forces and demands. Just as environment shapes the organism, consumers are collectively and unknowingly shaping the craft beer environment.

Think about buying a craft beer back at the turn of the century (for the kids, barely 20 years ago now). Craft beer was a commercial novelty, enjoyed and supported by a strange but loyal following, and the only places it could be purchased were licensed brewpubs or a few dedicated local, so-called “beer bars” such as The Ginger Man, multiple Flying Saucer locations, or a couple of independents. At inception, it was mostly a closed craft market with few access points.

A new business model has arisen from a maturing population fueling suburban sprawl: the “growler-fill station.”

Compare the situation today: It is difficult to find any larger restaurant or bar, even national franchises, without a selection of 30 taps or more. Where years ago a “craft beer” tap may have been grudgingly reserved, most likely for the brewery in the immediate neighborhood, now it is not unusual to find the latest seasonal or limited offering from distant states. Where once only premium liquor stores carried bottles of craft beer, now every major grocery chain has a dominant craft beer section.

Certainly, distribution and legislation have played their parts. Major distributors consolidated and local zoning laws relaxed, which greatly improved the availability of packaged products. Taprooms were legalized just a few short years ago, turning breweries’ sterile manufacturing facilities into vibrant social destinations. Even right now, another effort is moving through the Texas legislature to allow off-premise sales direct from brewery locations.

The consumer end is still reshaping retail as the demographics shift. A new business model has arisen from a maturing population fueling suburban sprawl: the “growler-fill station,” an economic strip-center location with a presence between retail store and beer bar. Patrons can conveniently fill their glasses or their growlers from dozens of taps without trekking farther to an established craft beer destination and retailers get to close at 9 PM, avoiding the expense, hassle and risks of operating a nighttime bar or pub.

We are watching the latest retail phenomenon develop as what may be described as the hybrid or “crossover” business model for craft beer. Retailers are combining other consumer businesses or entertainment venues with the standard growler-fill, reclaiming something closer to the original brewpub model of restaurant plus brew-on-site. These places build premium craft beer bars within or alongside an unrelated product such as a movie theater (Alamo Drafthouse, Flix Brewhouse), an arcade (Free Play, Cidercade) or even a more traditional coffee house (Civil Pour, Golden Boy and a few others).

Obviously, the motivation behind this latest retail model is to play to another market besides craft beer—which is a smart move while costs and competition continue to rise. So far, consumers seem to be embracing these creative chimera businesses, and most seem to be doing well. What’s next for the craft beer retail sector? Stay tuned and find out. SD

Originally published for 8th Annual Big Texas Beer Fest (2019 program).

The Greatest Crime in Craft Beer

| Paul

With a title that makes a claim such as this, the mind races through probably dozens of possible offenses perpetrated against or even by the craft beer industry itself. Any of these offenses may qualify, depending on your personal drinking preferences and level of passion for today’s craft beer movement. Could it be the bland light lagers forced upon us by the major commercial breweries, whom we all know to be evil incarnate? Could it be the radical and experimental (and often mediocre) brews put out by craft breweries in an attempt to recapture their bleeding edge? Could it even be the overzealous online fans of craft beer themselves?

In fact, the greatest crime in the craft beer world today is something so innocuous and subtle that it most likely has escaped notice by most craft beer consumers. It has crept upon us silently over the past few years and has spread now widely in some areas, especially with the advent of the more upscale drinking establishments and fashionable gastropubs. It is not something new that has been added but instead something that has gone missing: the simple
16-ounce pint glass.

The pint glass has been the standard of goods exchange for draft beer retailers for generations of beer drinkers. A  U.S. liquid pint is a volume of measure defined as 16 ounces, or around 473 milliliters. (The British went so far as to regulate the servings of beer by law centuries ago, hence their 20-ounce imperial pint.) The name pint has its roots in the Old French and ultimately in the Latin picta, meaning “painted,” referring to the serving line painted on an ale vessel. The very definition of this word has historical origins tied to the selling, serving and consumption of beer – but all that may have now come to an end.

This crime is not one committed by the craft beer brewers themselves but by on-premise retailers, who have quietly started to replace their standard pint glasses with either similar-looking 14-ounce glasses of the same shaker pint design or stylized glasses of 12 or even 10 fluid ounces in volume. This is ostensibly a cost-cutting measure – one often accompanied by a price increase as well, so the consumer sometimes now pays more and receives less beer pulled from the tap. Understandably, a business must cover its expenses and ultimately make a profit but the consumer’s salary is not rocketing skyward, either.

This is the greatest craft beer crime because it has broken the standard metric of exchange between craft beer consumers and the retailers they support. No longer can we compare one establishment to another on the basis of price as their serving sizes cannot be relied upon to be equivalent, and some retailers are unjustly accused of being more expensive when they are actually the same or cheaper on a per-ounce basis. The consumer metric between the ultimate purchaser and the brewery, the 12-ounce bottle, still stands but for how long? Will brewers begin to adopt a 10-ounce bottle size or 8-ounce can for the same purpose?

(Actually, this trend has already started, albeit on a very isolated scale. Some breweries use the “stubby” bottles for their product, a throwback design from decades ago. This bottle style does have some distinct and practical functional advantages for brewers but it holds only 11.2 ounces in volume instead of the standard 12 ounces. Fortunately, the ubiquity of the iconic longneck brown bottle is a difficult tradition and marketing package from which to deviate.)

Nor are craft breweries entirely innocent in this practice. Customized brewery glassware is often provided to retailers, specialized glasses etched with the company logo that are meant to be the ideal serving vessel and volume for perhaps a boozy barleywine or pungent sour ale. For high-gravity products or limited-edition exceptions such as these, smaller portion sizes are understandable and acceptable but too often a simple sessionable amber or wheat ale is served in the same glass. Breweries do not object because they are eager for the logo to be displayed and happy for the free promotion.

As consumers, the only force we have is the budget we choose to spend on purchasing such products and supporting these retailers. Watch for the serving size you are offered next time you enjoy a craft beer from a fresh tap, and verify its volume if necessary. Challenge retailers that do not use the 16-ounce pint as their serving standard, and patronize those that still adhere to a reliable and universally accepted metric of sale.

Originally published March 25, 2012, at craftbeerusa.blogspot.com.

Black IPA and What Makes a Beer Style

| Paul

A rising trend in modern craft brewing today is toward an ill-defined beer known as the black IPA, which breaks down into an American-style IPA brewed with darker malts not out of place in porters and stouts. Beginning with a disclaimer, I am not a fan of this trend as the citrusy, pine-resin bite of domestic hops does not sit well on my palate with the dark-roasted malts used in these beers.

However, many do enjoy this flavor combination, which is why brewers are so keen to rush into this brand-new beer style. But this only begs the question: Is black IPA truly a new style or just a variant of an existing category? What, if anything, defines a craft beer “style” as distinct and official? Can such discrete lines be drawn, or are beer styles a squishy continuum that can accommodate most anything used in a brew kettle?

The categorization of beer styles comes down to just two elements, those being ingredients and tradition. Note that prevalence nor popularity is mentioned at this point; neither should be considered in defining a beer style, especially a brand new one. A new style is a new style, whether brewed by one brewer or adopted across the country. The science of grouping beers into styles should be approached as objectively as the senses can allow.

A beer’s ingredients may seem to be the simple part of this formula, but this element is deceptively complicated. It is easy to enumerate the constituents of a craft beer, and not much more difficult to quantify each in turn. However, modern beer styles have been fairly complete and well-defined for decades now—some for centuries—and wedging a new style into the grid is (and should be) a struggle. If defining new styles were an easy task, we would be left with thousands instead of the hundred or so recognized today.

For example, the black IPA has ingredients that are distinct from the American IPA as well as ingredients that are separate from the robust porter, but does that meet the threshold of a new style? Does the flavor profile of the black IPA reside within one of these other styles? Might it be considered a hoppy porter instead, or an off-style mistake that is too dark to judge within the existing IPA guidelines? If “dark” makes a new IPA style, does “light” do the same if using pale pilsner malts? This latter equivalence should hold for both or neither.

More important than the actual ingredients is the tradition surrounding the beer itself. In this sense, popularity does matter but not in the same way as in modern beer-rating website status. Instead, tradition implies a regional origin and prevalence, something identifiable with a particular locale either for cultural or societal reasons. Does a beer have a unique backstory, or does it exist due to some exceptional local demand from consumers? Does the beer stand the test of time, or will the black IPA fade out of our consciousness in a few years?

This last criterion is probably the most critical, and what will ultimately determine if the nascent black IPA style is to be formally recognized. Like adopting words into the English lexicon or scientists evaluating new species, these professionals must make sure that new changes have some true and meaningful persistence, and not minor blips that fade into obscurity within a few years. If it does just this, the black IPA will be remembered as merely a twist on an existing beer style, not something distinct unto itself.

Without splitting hairs to the degree of substyles, varietals and the unending permutations that can be achieved with both classic and modern beer recipes, we must conclude that the black IPA is not a new and distinct beer style—at least, not yet. This subcategory of beer styles will have to be debated by both the brewing and consuming communities, and only years from now can the stylistic determination be made.

Update: Just this past January, the Brewers Association updated their 2011 guidelines to include the American-style Black Ale, but this has not yet been universally adopted.

Originally published March 27, 2011, at craftbeerusa.blogspot.com.

Is Stone Brewing Still Worthy?

Image | | Paul

If you are like thousands of other craft beer fans, your tastes will likely have passed through the revelation of Stone Brewing’s beers along the way to forming your beer identity. You most likely remember your first taste of Stone’s Arrogant Bastard Ale—possibly your first exposure to beer beyond the light lagers of the majors—and its reckless use of hops and strength as they assaulted your palate onto the next level.

Stone entered the nascent craft beer movement with a big splash in 1996 with their rebellious image, the omnipresent gargoyle icon filled with disdain and a chant of “You’re Not Worthy” emblazoned on every bottle. They made their mark mocking the “fizzy yellow beers” by shunning adjuncts and making some style-defying products, most of which pushed the boundaries of flavors with a newfound brashness in brewing and earned for them legions of eager craft beer fans.

Now almost fifteen years forward, look back on their works of the past decade and a half. Their core products are still among the best-reviewed and most-favored in the craft beer world. Beers like the Stone Pale Ale, IPA and Ruination, the Smoked Porter, Imperial Russian Stout and Old Guardian Barley Wine stand out as excellent representatives of each of their respective styles. Of these listed here, I am still a huge fan and regular consumer.

However, look across at some of their “edgy” product ideas such as the Vertical Epic series, which has met with only lukewarm critical response. Designed as a dozen-beer series to be collected, aged and enjoyed at the end of those twelve years, some have been quality stand-outs but with many of these not nearly as good as anticipated, bordering on mediocre. This latter group certainly will not improve with time, much less age well enough to make the end of the series as intended.

Even some of their “new” products are not truly new, much less innovative. Arrogant Bastard has been oaked. The Double Bastard Ale is almost by definition merely a doubling of the original Arrogant Bastard recipe. Stone Ruination is nothing more than a re-issue of their Fifth Anniversary Ale, formulated as a year-round product. Even their newest releases of the Stone Sublimely Self-Righteous Ale and the Stone Cali-Belgique IPA are reworks of their Eleventh Anniversary Ale and one of the Vertical Epic editions, respectively. Just about the only original standout of the past decade has been the Stone Levitation, a mild amber ale.

The latest sign of trouble comes just recently with an announcement of their “Odd Beers for Odd Years” series. Stone plans to vary the yeast in two solid flagship products, the Old Guardian Barley Wine and Russian Imperial Stout, releasing specialized versions of each in odd-numbered years going forward. Although in some cases such experimentation can be viewed as innovative and progressive, a move such as this that displaces two highly in-demand beers comes across as almost desperate—especially in light of the lack of other original ideas.

More than facing problems simply with the origins of new beers, Stone suffers from a tremendous house flavor. Breweries often become accustomed to using the same ingredients from the same suppliers, and many maintain a particular favored yeast strain used as a base for most if not all of their products. If not careful with recipe formulations, breweries can inadvertently develop the same flavors throughout their product lines no matter the individual style of beer.

Unfortunately, Stone has fallen into the trap of house flavor not only with brewing but also with their thinking and business practices. Their rebellious new beers come across with flavors not innovative and desirable but that are yawningly familiar variations upon an often-abused theme of “extreme brewing” while searching for some sort of style identity. All I am able to taste recently are tinkering experiments with the Arrogant Bastard base recipe that are wholly uninspired and unoriginal.

Stone may have been “extreme” early in their history but as the rest of the craft beer industry has caught up (if not passed them by), Stone has remained static while resting on the same business formula with which they started years ago. Their image has become dated and self-mocking, and their talents have become a creative shadow of the bad boys of brewing they once claimed to be.

Originally published December 12, 2010, at craftbeerusa.blogspot.com.