Harry Schuhmacher got me thinking with these remarks in this morning’s edition of Beer Business Daily:
After attending the Craft Brewers Conference and talking with many big and small and tiny brewers this week in Philly, a few things occurred to me:
-This industry is not just being driven by Millennials ….. It’s now OWNED by Millennials. In other words, they’ve gone from being the main consumers to now dominating the ownership of breweries. I was gratified to see so many folks in their 20s and 30s owning and/or running viable brewing companies (most with taprooms, and most with lots of creative flavors and beers constantly coming out).
-Secondly, the many Millennials (and younger) that I know don’t see the value of permanence the way older generations do. They don’t build monuments to themselves — it’s all about the immediate cool experience and the story of the night. While older folks flock to Facebook, Twitter and Instagram to record their experiences with a degree of permanence, the younger generations prefer Snapchat, (which automatically erases all pics and videos within 24 hours). What started years ago as an app to exchange promiscuous pics has now morphed into a very popular way to share the story of your day and night. With Snap, there’s no history, there’s no future, there’s only the present.
THE HERE AND NOW. This is the mindset of these guys, and it’s reflective in the way they make and sell beer. They’re like, “Hey, let’s make something cool, and never make it again. Next week, we’ll make something else cool but totes different.” It’s all about the today, the moment, the right now. As such, rotation nation is probably here to stay for a while, despite the inefficiency it creates and lack of brand equity building.
As one of those older folks flockers, I admit to being a less than enthusiast dweller in “rotation nation” (love that, I do, and if you don’t get it, that’s a way of describing the always-gotta-have-something-new attitude of way too many beer consumers, an attitude that leads/forces many publicans to abandon the idea of committed taps to certain local or favorite breweries). You can walk into the same bar at the beginning of the and end of the week and see NOT one beer still on that was there during the first visit. More depressing? In both visits, as many as a third or half the taps are pouring IPAs.
No history? No future? Only the present? sounds a lot like the underlying premise of this godawful Presidential campaign.