The Brewer’s Association in Boulder, Colorado defines craft beer as beer made by a brewer that is small, independent, and traditional. The association includes microbreweries in this category as well even though they produce a smaller quantity of beer. Craft beer has increased in popularities among US beer drinkers as the country slowing transitions out from recession. Americans are now able and willing to spend more money on specialty beers because they possess higher levels of disposable income.
But the market for craft beers has high barriers to entry making it tough for new companies to enter. Mega-breweries such as Miller Coors and Anheuser-Busch have the ability to negotiate large supply and distribution contracts and therefore can offer a lower price to consumers. Craft Brewers, on the other hand, must charge a higher price to cover input prices. Such breweries across the United States are turning to unique marketing strategies to generate sales.
The Big Picture, a UK-based market research agency that specialize in digital research at a global level, believes that a shift toward artistic labels will be a huge in beer packaging for years to follow. Creative labels allow companies to add individuality and character to the product. Craft beers in particular are applying this approach and are able to possess a charge that bigger brands struggle to match. In an industry that is fighting over shelf space visibility, unique labels are an effective way to stand out among the rest.
Citation: IBISWorld Industry Report: Craft Beer Production in the US. Creative Bloq
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