Wednesday, April 4, 2012

Should Session Beers be The Next Big Thing?

As I have said before, I like to drink beer. I like to drink it a lot.  The problem is.... Craft brewers have gone crazy.  It is hard to find any new and interesting beer that is not an imperial this or a double that. Don't get me wrong one of my favorite beer styles is Russian Imperial Stout; but it has its place.... In the a fire.....bear skin rug optional.  Session beers also have a place.... at a sporting event, a BBQ, or a weekly poker game. 

I think that the next big thing is craft beer should be small beers.  What makes a beer a session beer?  I think a good limit should be 5%abv.  There are some great session beers on the market (21st Amendment Bitter American and Full Sail Session Lager).  The problem with these beers is that they cost as much as a normal strength beer. 

I have no problem paying more for high alcohol beer.  The brewers justify the price by saying that the bigger beers use more raw materials.  This same logic should apply to session beers. They use less raw materials, they should cost less. In a market where total beer sales declined by 1.3% in 2011 and craft beer sales have increased by 13.2%.  I believe that if craft brewers find a way to create great low alcohol beers, and sell them at reasonable prices craft brewers will be able to take more market share from the Macro brewers.   


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