Beer, Bars & Brewers in December I
This week we take a look at the sale of Peroni, Grolsch, and Meantime, how America has hit its peak craft beer status, Sierra Nevada’s new Gose, why Pabst Brewing isn’t afraid of craft beer, and AB InBev’s new products for 2016.
We love to beer, and isn’t December just the perfect time for that? So let’s get started with a new edition of Beer, Bars & Brewers. Let’s see what has been the latest buzz in the hoppy world!
AB InBev Confirms Peroni, Grolsch, and Meantime Sale
Shortly after its takeover of SABMiller became official, AB InBev confirmed that it would be selling Peroni, Grolsch, and Meantime. The drinks business reports that “the Budweiser and Stella Artois brewer was forced into confirming the sell-off after media reports this week quoted sources claiming AB InBev had already briefed its legal advisers on the sales of Grolsch and Peroni”. The three brands were, still are, owned by SABMiller. The sell-offs were a condition of the takeover coming to fruition. The brands are being sold in an attempt to receive regulatory approval for the takeover.
Apparently “America has Hit Peak Craft Beer”
Or so the Business Insider would have you think. True, the number of existing breweries is at a record high and more than 1,800 are hovering in the planning stages. The Business Insider quotes The Brewer’s Association’s newest year in review report which notes that “brewery openings now exceed two a day, fifteen states are now home to more than 100 breweries: California, Washington, Colorado, Oregon, Michigan, New York, Pennsylvania, Illinois, Texas, Ohio, Florida, Virginia, North Carolina, Wisconsin, Indiana, and IPA has remained the top style sold by independent craft brewers, and continues to grow faster than the overall craft category”.
However, the brewery-to-person record of days gone by has not been broken yet (when considering inflation): “Today’s population of 322,274,000 equates to one brewery for every 78,000 people; the 1870 population of 38,558,000 meant there was a thirst-slaking brewery for every 9,300 people”.
America’s 3rd Largest Craft Beer Producer Has Gone Gose
Sour beers, get on board. It’s a thing. Sierra Nevada Brewing Co. is set to release Otra Vez, a gose-style beer that will be in production year round. The beer will begin retailing in January of 2016. Its ingredients include prickly pear cactus and grapefruit. All from the bountiful harvest of California. Sierra Nevada’s founder Ken Grossman says “We wanted to make one of the easiest drinking craft beers out there, and funny enough Otra Vez has been a bear to get just right”. Otra Vez is said to be “low in bitterness to allow the prickly pear cactus, grapefruit, and pinch of coriander to shape a bright and refreshing finish”.
Pabst Brewing Co. ain’t afraid of Craft Beer
Business Insider spoke to Pabst Brewing CFO Cordell Sweeney last week, who told them that “his company is fully embracing the popularity of craft brews”. The main reason being that the beer business is finally returning back to its origin (craft, home brews). Sweeney fully believes in the power of marketing, and the fact that his beer is marketed differently in different markets. Thus creating a sort of “craft feel” to it. “Our point here: Beer is personal, the consumer drives the bus, and we are just along for the ride”. Business Insider adds: “With more than 30,000 beers to choose from, Pabst is focus on making sure that local consumers feel as though its 80 different brands are focused on their local tastes”.
AB InBev new 2016 Products
Anheuser-Busch InBev plans on staying a “leader of innovation” and last week proudly released its new products for 2016. Beck’s “craft” range will get an addition: the Red Ale. So we have that to look forward to next year!
