The Craft Beer Boom
We’ve all seen it—the local supermarket dedicating more shelf space to the craft beer variety, the microbreweries mushrooming in every town, the pub-goers enthusiastically discussing the subtle notes of their latest IPA or Pilsner discovery. It’s clear: Aotearoa (or New Zealand to the rest of the world) has taken a liking to craft beer. But is the trend fading? Is this the end of the craft beer boom?
Plenty of Hops, But is the Interest Waning?
We have plenty of hops, and we sure have the skills to brew. The steady stream of awards that NZ craft beers have won at international competitions is enough proof of that. However, there’s something amiss. Are we running out of steam as far as interest in craft beer goes?
The Signal of Cooling Interest?
Industry insiders noticed that in the last year, there were fewer craft beer startups compared to the years before. Some attribute this to the natural maturation of the industry. Still, others look at it as a possible signal of cooling interest. However, are we mistaking a moment’s pause for a full stop?
The Hype, The Hipsters, and The High Expectations
Doubtlessly the craft beer trend spread like wildfire. Was it because of the hype, the hipster culture, or the drastic shift in beer drinkers’ preferences? It’s hard to put a finger on one reason. But it’s not hard to understand that with all that buzz came high expectations, and indeed, high competition. Could this be a factor in the perceived cooldown?
A Market Maturing or a Market Saturating?
A slowdown in the number of new entrants doesn’t necessarily mean waning interest. It could represent a market maturing. However, we can’t ignore the fact that a humongous variety of craft beers was introduced in a relatively short span of time. A point of saturation, where the consumers can’t tell, or even, aren’t willing to tell the difference between two craft beers – can that be reached?
Does Craft Beer’s Future Reside in Quality over Quantity?
Remember the craft beer’s initial appeal was its quality – the taste spectrum so wide it put the monotony of mass-brewed beer to shame, the handpicked ingredients, the craftsmanship. Somewhere along the line, did the focus shift from quality to variety for the sake of variety?
Back to the Basics?
Perhaps the future of craft beer lies in going back to the basics? Creating a smaller number of exquisite brews instead of a large variety of indistinguishable ones. This could be the competitive edge that the craft beer industry needs. Not the end, but an evolution?
Conclusion: The End or the Evolution of Craft Beer?
Is this the end of craft beer in Aotearoa? Or are we merely witnessing the maturation of a relatively young industry? It’s hard to tell, with factors pushing and pulling in both directions.
However, the lovers of craft beer aren’t going anywhere—and if the industry can slide back into focusing on the core appeal of craft beer—quality—there’s every chance for evolution, not an end.
Raft beer boom was largely driven by the hype and the hipster culture. As one craft brewer noted, a good beer isn’t enough – it needs a good story too. However, with the market flooded with numerous options, consumer expectations are also higher. Perhaps the slowdown is simply the market’s response to the need for unique, high-quality brews over quantity. Regardless, it’s too early to ring the death knell for the craft beer boom in New Zealand. We might just be witnessing the beginning of a more mature phase in the craft beer industry.