Malt Preferences of the Craft Brewing Industry - Agricultural ...

from few years to showing substantial experience. The relatively short duration ofbrewers in the industry compared to the number of years in business, suggests that theexperience of brewers lags behind that of the business in general. However, overallanswers to number of years in both the industry and in business were more closelymatched, indicating that the experience of brewers increased correspondingly to theexperience of the individual business. This indicates the craft brewing industry is arelatively young industry. There could be market potential in meeting the needs of thesebreweries as they grow and mature. Additionally, this suggests there may beopportunities to change the minds of the decision makers regarding malt purchases. Theless time the decision makers have been in the business, the less likely brand loyalty formalt may be a factor in their decision to switch malt suppliers.Section II. The Business’s Malt NeedsRespondents almost entirely preferred two-row whole kernel malt (Table 5). Thisindicates that brewers prefer to exert more control over the brewing process by millingtheir own grain. Brewers tended to favor the consistent kernel size and higher extractyield of two-row malt as compared to six-row malt. The second most desired form ofmalt was two-row pre-ground malt, except for regional brewers who chose six-row wholekernel. The regional brewers’ preference for six-row whole kernel may be related tobrand loyalty and price issues, as decision makers in regional breweries have, on average,been in the business the longest. Results largely suggest brewers desire the higher extractyield of two-row malt varieties. The six-row malt both whole kernel and pre-groundwere chosen less often, as was malt extract.13