Craft beer production’s general and industry environment is characterized by the constant emergence of new tastes and the combination of different styles in creating products. Craft beer requires constant taste experimentation from brewers and people in business, as the current public (especially the younger generation) appreciates variety. People want to try new things, compare the taste with the old, already classic, and choose what they like. The habits of the younger generation of consumers and their new values ​​force brewers to stick to the competitive game, becoming part of new segments, atypical for beer.
In the craft beer industry, profoundly rooted in style-matching and problematic production, suppliers have a powerful influence on pricing. By supplying the craft beer resources needed to make one beer stand out, they make buying for brewers less physically challenging than financially challenging. This burden falls on consumers who see a big difference in price between craft beer and regular wheat beer. Suppliers directly influence the price of a particular craft beer. Buyers actively influence the formation of proposals since their desires become the engine for competition. Listening to the opinions of consumers, brewers have already recorded the high popularity of lightly flavored drinks based on them. Occupying this particular niche is considered adequate at present (Famousdc, 2016). Competition forces brewers to constantly be creative in terms of product promotion. If one cannot release a new IPA in response to their competitor, it makes sense to show originality by releasing a lager with a unique taste. Competitive struggle is tied to attracting the attention of consumers and the opportunity to surprise them with new flavors and combinations.
In my opinion, the craft beer industry at the moment reflects well the needs of consumers. Most people do not know much about craft beer and want to drink good-tasting while watching their favorite movies or sporting events. The industry has changed dramatically over the past 15 years, driven by consumer needs. COVID-19 has had a significant impact on reducing the growth of this business. Now people are returning to friendly meetings, cozy gatherings at sports matches, where craft beer is easy to drink in company, discussing its taste. It is impossible now to talk about the unprecedented heights the craft beer business is experiencing. It should take more time to recover such a business focused on products consumed during friendly meetings or in crowded places.
Reference
Famousdc. (2016). Famous for DC: Port City Brewing Company [Video]. YouTube.