478: Bart Watson of the Brewers Association Unpacks the State of the Craft Beer Industry

If you’ve read any mainstream news coverage of craft beer over the past year, it’s likely you’ve seen something about the “death” of craft beer. The apocalyptic tones and pearl-clutching over the industry’s recent economic woes mostly lack context, often painting a complex and diverse industry with a single brush—yet the stories continue. In his recent State of the Industry presentation at the Craft Brewers Conference in Philadelphia, Brewers Association president and CEO Bart Watson made an effort to acknowledge the real challenges facing the industry while also dispelling some of the more hyperbolic assertions often seen in popular media. In this episode, we unpack the data and arguments for a more nuanced and accurate understanding of the current state of craft beer. Through the episode, Watson discusses: the question of how many breweries the market can sustain how the long tail of breweries creates noisy data often not captured by industry analytics sectors where craft beer is growing the importance of investing in experience changing the narrative and capturing the breadth of craft beer today understanding who your customer is and what your value proposition should be the seemingly contradictory trends driving the top and value tiers in the industry And more. G&D Chillers G&D’s new Elite 290 Micro-series is built for brewers who care about sustainability and performance. It runs on a Natural Refrigerant with near-zero Global Warming Potential, has a compact footprint, and features variable speed fans for efficiency. They’ve chilled beer for over 3,000 breweries across North America, and with 24/7 support and remote monitoring, your cold side stays dialed in—day or night. Get the details on natural refrigerant technology at gdchillers.com/podcast. Berkeley Yeast Berkeley Yeast just launched Dry Tropics London! Our best-selling liquid yeast strain, now with all the ease-of-use benefits of dry yeast. Dry Tropics London delivers the soft, pillowy mouthfeel and juicy character you’d expect from a top-tier London Ale strain, but with a serious upgrade: a burst of thiols that unleash vibrant, layered notes of grapefruit and passion fruit. A lot of brewers love the clean passion fruit you get from Tropics, but they don’t want every IPA to be a tropical-fruit bomb. At the dry yeast price point, you can pitch and ditch without breaking the bank. Or, you can co-pitch with your house strain to adjust the intensity of the notes. And with nationwide free shipping, there’s never been a better time to try Dry Tropics. Order now at berkeleyyeast.com and experience the ease and impact of Dry Tropics London Yeast. PakTech This episode is sponsored by PakTech—delivering craft-beer multipacking you can trust. Our handles are made from 100 percent recycled plastic and are fully recyclable, helping breweries close the loop and advance the circular economy. With a minimalist design, durable functionality you can rely on, and custom color matching, our carriers help brands stand out while staying sustainable. Trusted by craft brewers nationwide, we offer a smarter, sustainable way to carry your beer. To learn more, visit paktech-opi.com. Indie Hops Oregon hop country is heaven to world-class lager varieties, and Indie Hops is proud to have introduced Oregon’s newest lager hop, Lórien, in 2022. Lórien is in a growing list of beers that have found their way to the podium and—more importantly—into the hearts of lager lovers across the country. Discover Indie Hops Lórien. (Side effects may include rampant festivity, sales bumps, and exceeded expectations.) Indie Hops—Life is Short. Let’s Make It Flavorful. Midea 50/50 Flex If you’re like many podcast listeners, you’ve got a lot of beers at home, and your regular fridge is at capacity. Enter the Midea 50/50 Flex—the industry’s first dual-compartment three-way convertible freezer. Here’s what all that means for you: options! The 50/50 has the power to be all freezer, all fridge, or a little bit of both. But you’ll probably want to use those 20 cubic feet as a massive, garage-ready beer fridge. You can also change which side the door is on or how you want the shelves to be arranged—the 50/50 totally flexes to fit your life