The Goal

There’s been a lot of talk lately about where the craft beer industry is going. Big conversations, big data, big predictions. It seems that every headline is less, CRAFT IS BACK and more CRAFT IS OVER!

We just got back from Craft Brewers Conference, and just as this was the relic of conversation passed back and forth amongst peers, the tone of the industry is anything from craft beer being something of the past.

One of the biggest takeaways? Growth isn’t what it used to be. The days of constant, rapid expansion have leveled out. Breweries aren’t being bought out for top dollar anymore. But that doesn’t mean craft is going away, it just means it’s maturing.

What we’re hearing is a shift in how people engage with beer. Guests are being more intentional. They’re drinking a little less, but choosing a little better. They’re exploring styles and looking for something that feels worth their time. And all of that is sought out with high levels of hospitality and getting an experience that leaves them feeling warm inside (and not from the 12% barrel aged beer).

And honestly, that lines up pretty closely with what we see every day in the taproom.

People are still walking through the doors.They’re just approaching the experience differently.

They’re curious, but not in a “more is more” kind of way.

They’re intentional, choosing what fits them best.

But more importantly, they’re here for it… the atmosphere, the locals, the whole experience.

And that shift creates a different kind of opportunity.

It puts the focus back on creativity. On quality. On giving people a reason to come in, not just for a beer, but for the experience around it.

The optimism in our eyes never fades no matter how hard the media may tries to knock us down. It’s that fire to ignite warm welcomes, exemplary service, thoughtful conversations and doing all of this over a great beer.

So while the industry might be evolving behind the scenes, the goal out front stays the same:

Great beer.

A place you want to be.

And something new (or familiar) that keeps you coming back.

We hope to see you back for another cold one as 12 years of great beers is knocking on our door…

Until Next Time,

The Beer Philosopher