Not to say that we’re falling behind in other areas, but Europeans are tuned-into America’s lead when it comes to downsizing their palates in favor of niche, funky, unusual and quirky suds. The Big Beer folks on the other side of the Atlantic are feeling a little nervous. Shaky because mass-made lagers are no longer the end-all for guzzlers in other western countries.
Taking a hit are the producers of Stella Artois and Heineken. Why do you think that the green bottle people have co-opted 007 in the latest Bond flick?
With craft brews soaring over 10% here in the States, exports have shot-up around 50% for our European mates. And there’s a lot of room to grow in 2013 considering that “small, independent and traditional” breweries only shipped a little less than 6-million barrels.