If a Craft Brewer Could Craft Brew, How Many Craft-style Light Beers Could a Craft Brewer Craft Brew?
Friday, February 29th, 2008The Beer Industry Summit in San Diego this week was the latest installment in an important annual series run by Harry Schuhmacher, publisher/editor/writer of Beer Business Daily, a subscription-only, copyrighted publication that I highly recommend but can’t afford, no matter how invaluable a resource it would be. Even if I were a subscriber, I therefore would not quote from it directly without permission.
Having been the beneficiary of some details of what happened in San Diego from a beer industry insider, however, I think it’s fair use to offer a brief summary of a presentation made by Information Resource’s Bump Williams. It was also, I believe, the topic of one of Harry’s newsletters this week.
What Williams, a long time industry figure who had a brief run at New Belgium a year or two back, had to say is interesting to chew over in light of the craft industry figures which were released last evening by the Brewers Association. He reported that signficant increases in sales of specialty imports and light beer were major factors in the overall industry-wise good news, I am told, noting that Bud, Coors and Miller sales of their light beers were all up and that Sam Adams Light climbed up into the top category sellers. He also spotlighted Blue Moon as as the top “Power Brand” for 2007, a more prestigious moniker for “hot” beers, which would suggest that Miller had a very good year indeed.
As pretty much the only beer writer in the nation who didn’t receive the new Miller Craft Brewers Collection of “craft style” light beers, I’m in no position to comment on them except to point out that, if crafts and the light segment are the healthy and thriving elements in the beer industry, trying to combine the two makes a lot of sense. I wouldn’t be surprised to see some movement in that direction among some folks we might never have expected to do so if the trend continues through 2008.
After all, once you get past just ramping up the alcohol and hops to get the beer geeks all hot and bothered, the real essence of craft brewing is to create a flavorful and balanced beer which is not solely dependent on just more, more more. Given that, creating a truly drinkable and appealing craft light which could hold its own in a brewer’s own brewpub or at good beer bars carrying his brand might be the ultimate challenge and a singular key to growth.
Like I said, chew on that a bit. Comments invited.
A note of interest to Pennsylvanians: Yuengling was apparently listed seventh in the Power Brand list, a significant jump upward.


So, I have this dream, I do, a dream unlikely to happen but one which, were it to somehow come about, would mean that god/the universe/whoever had finally begun paying me back that one it/they must surely owe me by now. You see, Not only is the Big Guy Belgium-bound this spring, so is the largest and ungainliest Usual Suspect of all and a whole host of his nearest & dearest BFFs.