Ever since I arrived in North America, I wondered why American beer was so watery, and offered little flavour and satisfaction.
Over time, I realized that big breweries like Anhauser-Bush, Stroh, Pabst and Coors sold their brews thorough heavy advertising, massive and costly marketing efforts, of especially their low-priced popular brands. They advertised their high-end brands less.
Since 1980’s and over a span of just a few decades, the American craft brewing industry has exploded from a handful home brewers and beer enthusiasts to a true entrepreneurial force, capturing 10 per cent of the 100 billion American beer market.
They have upended the beer drinking populations’ preferences, inspiring an army of passionate advocated and connoisseurs.
The author is a co-founder and president of Brooklyn Brewery that set a goal to bring back the artisanal roots of beer brewing to the U.S.A.
This is an excellent book, looking behind the scenes of what craft brewers are up against.
The story is well known to beer enthusiasts, but Steve Hindy reveals much more than what is commonly told, and tells it from his perspective with regard to politics, beer distribution, and squabbles of brewers and management.
Up to 1990’s, craft breweries, modest in volume, had to fight hard to sell their products on two fronts – consumers and politics, to break even and hopefully to eke out a profit.
Now, several craft brewers have achieved respectable volumes. They sell to brewpubs, some own brewpubs, and distribute locally, statewide, and nationwide.
The situation in Canada is no different with Ontario, Quebec, and British Columbia being leading provinces.
After explaining in detail how craft breweries gained acceptance and revealing how world famous European brands contain additives, he provides the reader with a peak of craft a number of successful and growing American craft breweries.