Craft Beer: More Costly. Totally Worth It.
on 16/11/10 at 2:06 pmBeer
“To borrow from Sam Calagione’s business philosophy in Brewing Up a Business, it strikes me that education has to be a very large component of the expansion of the craft beer movement beyond the realm of the enthusiast. One reason that the consumer needs to be educated is because craft beer costs more, on average, than industrial commodity beer. If the consumer merely sees “Beer 1” and “Beer 2,” and Beer 2 is cheaper, then the rational decision is to buy Beer 2. Aside from price, the consumer doesn’t know the difference between the two products. Beer is just beer.
The craft beer community must continue its efforts at education in order to give the consumer a reason to buy Beer 1 where Beer 1 is the pricier craft beer and Beer 2 is the industrial commodity beer. The question then becomes what sort of education is necessary, or desirable. Now let me stop here and acknowledge the fact that there are plenty of people who will never be ardent craft beer drinkers. That’s fine. I don’t judge them negatively. If they like to drink Bud Light that’s their business. All I will do is kindly tell them that I think there is beer out there that is a better value, even if it costs more. If they choose to inquire further, then I am more than willing to explain myself.”