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The Many Personalities of Beer - Julia Herz

Zephyr Conferences
August 04, 2017
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The Many Personalities of Beer - Julia Herz

Zephyr Conferences

August 04, 2017
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  1. The Many Personalities of Beer Julia Herz | Craft Beer

    Program Director | @HerzMuses @BrewersAssoc 1
  2. Brewers Association Membership 50K+ MEMBERS • 70%+ of 5,400 U.S.

    Breweries • Retailers, Wholesalers, Allied Trade and Homebrewers • Adding Educational Institutions • Like the James Beard Foundation for Beer…but more. • Promote and Protect 3
  3. Brewersassociation.org/WorkingGroup Alcoholic Beverage Sales Category Sales in billions BEER* $107.6

    (2016) SPIRITS $69 (2015) WINE $50 (2015) U.S. MARKET *$23.5B for Small and Independent Craft Brewers
  4. 7

  5. Domestic Imports Small and Independent US Shipments All figures in

    ‘000s of bbls (1 bbl = 31 gallons) 1981 177,034 5,221 35 182,290 2016 139,278 33,366 24,105 196,750 Change -37,756 28,145 24,070 14,459
  6. 2,315 2,748 18,125 24,355 33,366 53,500 92,600 370,000 0 50,000

    100,000 150,000 200,000 250,000 300,000 350,000 400,000 *Boston Beer Co. *Yuengling Constellation *Small & Independent Imports Molson Coors AB InBev U.S. AB InBev Global 2016 Barrels: U.S. Beer (000's of bbls) *Included in S&I Total
  7. Brewersassociation.org/WorkingGroup Sales S&I Craft Beer ALL Beer ON-PREMISES 27% 18%

    OFF-PREMISES 64% 82% AT THE BREWERY 9.2% <1% 2016-Brewers Association
  8. Packaging S&I * Overall Beer** Bottles 60% 34% Draught 30%

    10% Cans 10% 55% *2014 Brewers Association Brewery Operations Benchmarking Survey (BOBS) **NBWA 2016 12 • Splash in the glass • ½ glass
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  10. 12 6 7 12 13 15 18 18 12 6

    4 or 5% 0 2 4 6 8 10 12 14 16 18 20 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Annual Growth Rate, 2007-2017 (mid year)
  11. Homebrewing in U.S. • 1M+ Homebrewers • 1,700+ Homebrew Clubs

    • 700+ Retailers • BJCP Competitions 507 in 2016 vs. 192 in 2003 • 46,000 members of AHA HomebrewersAssociation.org 19
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  14. Copyright ©2016 Nielsen CGA. Confidential and proprietary. Consumption of craft

    beer is biased toward eating occasions % drinking craft beer for occasion type Source: Nielsen CGA On Premise User Survey (March-April 2017) – sample size: 3082 31% 49% 20% Food-led occasions Drink-led occasions Q: On which occasions do you typically drink craft beer? 25
  15. “The proliferation of craft brewing on the East Coast is

    a case study in how government regulation can block entrepreneurship for decades — and leave entire regions playing catch-up when it is finally relaxed.” --Jim Tankersley, Miami Herald
  16. The Magic Fairy Dust •Keep beer authentic. •Don’t allow a

    one stop shop •#IllusionOfChoice •Fair access to market •Meaningful Innovations •Quality Beer 28
  17. Areas of Emphasis 29 Technical Promote and Protect Events Educational

    Programs AHA Government Affairs Quality Sustainability Safety Books Festivals Competitions Federal Guilds EDP States Craft Beer Program Grow the Hobby Magazines Ingredients Conferences
  18. “Beer is not bread or milk but if you treat

    it as such you will be rewarded.” @HerzMuses / @BrewersAssoc 31 The Tweet . . .