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

More documents

Recommendations

Info

maltsters their concerns and desires may receive little attention. Conversely,megabreweries purchase a vast majority of malt produced and are thus able to exert somecontrol over the malt market. However, craft brewers are slowly increasing their share ofthe beer market. Marketers of malt are presented with an opportunity to cater to thewants and needs of the craft brewing industry. This market will likely continue to growand could possibly provide a malt supplier with profit potential.Craft brewers consider all malt characteristics important. Several of these maltcharacteristics, however, are pivotal in craft brewers’ purchasing decisions. Scaledquestions with a range of one as a high to seven as a low typically had responses betweenone and three. Low mean responses reiterate the importance of these characteristics tobrewers. A marketer of malt is presented with the opportunity to capitalize on the pivotalcharacteristics and market malt that is designed to meet the expressed requirements. Animprovement of the malt in these crucial areas could help create demand by the craftbrewing industry for a firm producing those characteristics.Craft brewers consider individual malt characteristics of greater importance whenpurchasing specialty malt than base malt. The crosstabulation and chi-square analysisindicated substantially more attributes of speicalty malt are important in brewers’decision to switch or not switch specialty malt suppliers. Specialty malt provides uniquecharacteristics associated with craft brewed beers. More characteristics are important tobrewers for the specialty malt they purchase because these characteristics differentiate theuniqueness of beers. Specialty malt suppliers may be able to provide a specific productof higher quality that meets or exceeds the expectations of the craft brewer and therebyincrease the demand for their malt products.36
Currently craft brewers are not completely satisfied with the malt they receive.As a result, potential niche marketing opportunities exist. Brewers responding to thesurvey expressed the importance certain malt characteristics hold in their purchasingdecision. Some of the needs and desires for malt, both base and specialty, are not met bythe current maltster. Catering to the needs and desires of craft brewers provide potentialniche marketing opportunities.Malt needs and preferences in the craft brewing industry should be addressed bythe malting industry. Catering to the needs and preferences of microbreweries orbrewpubs presents potential marketing opportunities for malt suppliers. Malt barleyproducers in Wyoming and the Rocky Mountain region could benefit from an overallincreased demand for malt, especially if the malt demand is locally or regionallyproduced. Respondents to the survey overwhelmingly preferred high quality 2-rowwhole kernel malt. This suggests increased market potential exists for the 2-row maltbarley grown here as compared to the 6-row varieties grown in the midwest.Unfortunately, a large portion of the malt supplied to the craft brewing industry comesfrom maltsters using 6-row varieties.Potential may exist for a small group of producers to benefit from these possiblemarketing opportunities by becoming the marketer, effectively cutting out the “middleman”and retaining a portion of the profits earned for themselves. However, it must beremembered that this is a very small volume or niche market and it is likely only a smallconcentration of producers could capitalize on this potential.Many issues must be addressed before a group of producers could considerproducing and marketing their own malt. Another portion of this project studies the37
Page 1 and 2: Malt Preferences of the Craft Brewi
Page 3 and 4: Executive SummarySeveral economic f
Page 5 and 6: IntroductionMalt barley is an impor
Page 7 and 8: Objectives of this studyLittle rese
Page 9 and 10: The type of malt barley, six-row or
Page 11 and 12: produced malt barley. The five sect
Page 13 and 14: microbreweries become regional brew
Page 15 and 16: Table 2. Number of Years Business i
Page 17 and 18: from few years to showing substanti
Page 19 and 20: Table 6. Average Amount of Base Mal
Page 21 and 22: ecause of capital requirements, spa
Page 23 and 24: Brewers were asked to identify the
Page 25 and 26: maltster listed. Again, regional br
Page 27 and 28: specific characteristics associated
Page 29 and 30: eflect disapproval. Overall mean sa
Page 31 and 32: price decrease. General findings su
Page 33 and 34: ewery category in consideration. Be
Page 35 and 36: Table 23. Change in Barrels Produce
Page 37 and 38: In the “Growth” and “Mature
Page 39: Respondents were queried about the
Page 43 and 44: References“1995 Beer Report.” B
Page 45 and 46: Section I. Some General Questions A
Page 47 and 48: 6. In what package type do you purc
Page 49 and 50: Section III. Some General Questions
Page 51 and 52: 5. Overall, I am satisfied with the
Page 53 and 54: 8. Overall, I am satisfied with the
Page 55 and 56: 7. A malt that is specifically prod
Page 57 and 58: If YES, please check the reasons fo
Page 59: 6. In which stage of the industry g

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

Create successful ePaper yourself

Delete template?

Save as template?