Budweiser sales decline: Americans now drink more craft beer than Bud.

Budweiser sales decline: Americans now drink more craft beer than Bud..

I would have hoped this but now it’s a reality. Hopefully the trend continues.

Perhaps there’s hope for America, Riots over the racial divide, moving closer to a religious war, denying the most obvious basic science. Yet, Americans are finally realizing beer does not have to taste like nothing.

What distinguishes a craft beer from commercial swill is that craft beer uses three times as much grain to brew the same amount of beer. Not because the brewer wants to waste grain, but because that’s what it takes to make real, honest to goodness beer. Large scale commercial breweries, like most corporations, are trying to maximize profits. If they can squeeze another percent profit by using cheaper ingredients, they will. Typically, the people making those types of decisions have no clue what effect their change will have on the taste of the product. All they know is their profit goes up.

The American auto industry suffered from this way of thinking back in the sixties and seventies. We make “commercial quality” cars. If Americans want real quality, then they need to buy one of those really expensive foreign jobs.  At the same time, the Japanese were on a mission to make cars with zero defects, cars with features we wanted. It worked and American auto shares plummeted. Now, if you look around the highways, there are as many, if not more foreign cars than domestic.

What happened in the beer industry is the same. During the seventies, brewery after brewery was bought up by the major players of the day, Mostly Anheuser Bush, and either closed outright or consolidated into the parent companies production stream. Many fine local breweries were shuttered permanently. We lost a lot of good breweries during that time. One I remember was Horlacher from Allentown, PA. You could put a glass filled with Horlacher right next to one filled with Heineken and I doubt anyone could tell the difference. They were bought out in 1978 and ceased to exist.

In fementum veritas!