Craft beer in London has been on the rise for a while now. With more people drinking craft beer, it is becoming harder for smaller breweries to keep up with demand. Bigger companies are looking to muscle in on this new market and gain some of the popularity that craft beers have garnered over the past decade or so. Why is this? What's in it for them?
Craft beers have been steadily increasing in popularity for the last few years
There is no argument that the popularity of craft beer has been growing by leaps and bounds over the last few years and there is no sign that this trend will be slowing down anytime soon. As the craft beer market has grown, it has become much more difficult for small breweries to meet the increased demands of consumers who are thirsty for their delicious brews. So, what can big brewers do about this huge demand in the market for unique tasting craft brew?
This increasing popularity of craft brews is one of the reasons that big beer companies are trying their hand at the craft beer market. They are looking for ways to meet this growing demand and make some money off the craze before it becomes too big for them to ignore any longer.
Craft breweries have been around since medieval times, but in recent years they have experienced a tremendous surge of growth with sales up six-fold over the last 15 years or so. This has not gone unnoticed by large brewers who now want their piece of that sweet, sudsy pie. However, there is one very significant difference between what defines craft beers versus normal traditional lagers made by big companies. What sets these two apart? The answer lies in the ingredients used to produce each type of drink along with how each company goes about making its product.
Craft brewers use handpicked high-quality ingredients, and spend a lot of time making sure that they produce a quality tasting product that appeals to the masses. Big breweries on the other hand, will use cheaper ingredients and shortcuts in order to produce a product that people consume more of for less money. The focus of these small brewers is on quality and not profit, making their products more expensive to produce and purchase, but unique at the same time.
Big breweries are trying to cash in on that trend by making craft-style beers of their own
Because of the increasing popularity of craft beer, big breweries are trying to cash in on the trend by making craft-style beers of their own. They will also use catchy marketing strategies like labelling a beer as ‘artfully crafted’ or ‘handcrafted’ so that they can take advantage of people who don't know any better and think they are getting something special for their money.
Big brewers have little interest in producing high quality products, instead focusing on mass production with cheap ingredients and shortcuts which results in lower quality beer at a cheaper price point, but it is still expensive. Their main goal is to maximize profits, rather than selling customers unique artisanal products that appeal to them more because of factors such as handpicked high-quality ingredients, spending time perfecting recipes and processes.
The problem with this is that they are watering down the quality and taste of these beers, which can be a turnoff for many customers. Hence big beer companies, under the guise of making artisanal beers, are producing cheaper alternatives to craft beers, but they are not artisanal in any way. They try and pass them off as being handcrafted, with quality ingredients, but the reality is that they are not.
Big breweries also don't have to abide by the same strict regulations as small breweries do, such as not using preservatives or artificial ingredients
Small breweries need to go through the proper procedures in order to get their beers approved by the authorities and be available for sale. Big breweries, on the other hand, are able to distribute their products with ease because of their size and influence. They can afford to use cheaper ingredients when making beer which is why they are so profitable, even though the quality isn't as good.
Many big brands have been accused of using GMO-based grains in some of their beers. That is something small breweries simply do not do. They take pride in producing all natural products that haven't been tampered with or altered at all. It makes them unique from big breweries who rely heavily upon profit margins instead of putting effort into creating a high-quality product for customers.
They also often target specific demographics like women and millennials, who may not know how to tell if what they are drinking is actually a good product or not
While beer connoisseurs may know the difference between a craft beer and a mass-produced one just by taking one sip of it, not everyone knows the difference. This helps big beer companies because they take advantage of certain demographics and market their products to them.
Big breweries have been around for a long time and many people get used to the taste of these beers; they are often high in carbonation which causes drinkers not be able to tell the difference between good beer and bad, using just one sip, so if big brewers can mimic craft breweries well enough, then it would be very easy for them to take over that market share without losing any customers from trying a new product.
This can lead to people buying these products without knowing about their true value and then regretting it later on when they find out what is really going into them.
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