Can Craft Beer Afford To Play With The Big Boys?

As a self-proclaimed Beer Geek I often find myself checking out a restaurant’s beer list before I decide if it’s really where I want to go have a nice dinner or not. If you’ve ever looked at a Happy Hour list or daily specials at your local watering hole you are no stranger to the fact that Craft Beer takes a back seat to the big boys on the block. Mind you, I’m not talking about the tap rooms or establishments that pride themselves on local, state, and Craft Beer offerings in general. I’m talking about the places where they force down the American macro-lagers; Bud, Miller, and Coors (BMC). We’ve all been there when we see specials for $2 domestics or $6 buckets. Go ahead, ask for a Sam Adams or Sierra Nevada and get your bill for $5.75.”Oh, that’s an import.” they’ll say. Imported from where? Boston? California? Give me a break! Bars and restaurants have started calling these larger craft offerings “Premium”. In other words, not available for their specials funded my the big marketing machine of BMC.

I’ve always wondered if the Craft Beer industry can play by these same rules, or better yet, can they afford to? Continue reading