2014 has marked yet another banner year for craft beer. While year-end industry data won’t be released until spring, mid-year growth of the craft segment showed production up 18% over 2013, with craft brewers producing 10.6 million barrels (according to the Brewer’s Association). This double digit growth is truly impressive, and reflects how inventive craft brewers are, and how committed they are to putting out a quality product. Both quality and innovation are paramount to success in an ever competitive industry – the number of craft brewers has surged from 1,625 in 2010 to 3,040 in 2014! While overall beer sales dipped to -1.9% in 2013, craft beer sales hit a record high 17.2% growth over the previous year. Craft is still just a speck on the map when it comes to market share of the overall beer industry, but has steadily climbed to nearly 8% of all beer sales in 2013 – this number will surely creep up to 10% and well beyond within the next 5 years. So enough with the mind boggling statistics - what will be some new (or should I say, ongoing) craft beer trends for 2015? Here are a few that I think will see some momentum this coming year:
THE CONTINUED RISE OF IPA: STYLE SPINOFFS, “TROPICAL, DANK” HOPS
There’s never been a better time to be a hophead. Almost every craft brewery has a staple session IPA, regular IPA, double IPA, and several seasonal IPA’s. You can find White IPA’s, Black IPA’s, Brown IPA’s, Red IPA’s, Belgian IPA’s, Oatmeal IPA’s, India Pale Lager’s, Imperial India Pale Lager’s, the list goes on and on. No one is tired of hops yet. The “lupulin threshold shift”, coined by Vinnie Cilurzo (considered the pioneer of the west coast style, characterized by heavy dry hop rates) is here in full force: “When a once extraordinarily hoppy beer now seems pedestrian”, and “the long term exposure to extremely hoppy beers [will create an] excessive or prolonged, habitual dependence on hops.” That’s right. The traditional C-hops that were initially responsible for the style’s popularity (Cascade, Centennial, Chinook, etc) certainly seem pedestrian in 2015. Not to say IPA’s with these hops aren’t great (believe me, they are!), they’ve just been relegated to “traditional” at this point. A growing number of hop heads are craving dank, tropical hops with pungent aromatics that include everything from guava and passion fruit, to diesel fuel and garlic. Some newer varieties lean more towards the tropical end, and some towards the oniony side, but the fact of the matter is – these new varieties are in as high of a demand as ever, and the craft beer consumer will likely remember 2015 as “Year of the Dank” when it comes to IPA.
Note: “Dank” hops have been in for awhile, and many breweries have IPA’s that heavily employ new, experimental varieties. I feel their popularity is going to surge even further this year.
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