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

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28.2% (Edgar, 1997). Industry expectations now foresee craft brewers holding as muchas 10% of the market by 2000.What are craft brewers?Three categories of brewers generally typify the craft brewing industry: regionalbrewers, microbreweries, and brewpubs. Brewpubs are a combination of a restaurant andbrewery, which sell the majority of all beer produced on-site. Microbreweries arecharacterized by primarily off-site sales and production of less than 15,000 barrels 1annually. Regional breweries have yearly production between 15,000 and 500,000barrels. In comparison, megabreweries produce more than 500,000 barrels of beerannually (North American Brewers Resource Directory, 1997). Mass production bymegabreweries provides craft brewers with opportunities for niche marketing ofdifferentiated beers.Craft brewing businesses are generally small in nature and focus on creatingunique flavors or styles of beer. Their emphasis focuses on offering diverse products tolocal communities and surrounding vicinities. As tastes and preferences changed, anddisposable incomes increased, craft brewers have enjoyed wide popularity. Craftbrewing provides consumers with specialized beers. As a result, consumers have becomeincreasingly interested in the types of craft beer available. Domestic malt beverage percapita consumption has declined from 24.0 gallons per person in 1990 to 23.0 gallons in1992, (Beverage Marketing Corporation, 1995) while 1995 sales of specialty brewsincreased over 1994 by more than 51% (Steele).1A barrel is 31 gallons.2
Objectives of this studyLittle research has been conducted on the demands and needs of craft brewersregarding inputs into their brewing process. Consequently, results of this study stand toprovide market knowledge to the craft brewing industry, as well as identify possiblemarket alternatives for Wyoming and Rocky Mountain region malt barley producers.Specifically, this study was designed to achieve the following objectives:1. To assess the importance of specific characteristics and attitudes affectingmalt purchases by craft brewers.2. To determine malt needs and preferences among craft brewers.3. To determine the propensity of craft brewers to switch or not switch maltstersbased on the physical, chemical and service characteristics associated withmalt.Achieving these objectives should provide the information necessary to identify anypossible marketing opportunities which might be available for Wyoming or RockyMountain region produced malt barley and or malt.Background information on the brewing process and malt characteristicsAn understanding of the brewing process provides the basis for determining theright questions to ask craft brewers. Characteristics of the malt used in that process canaffect the taste and characteristics of the beer. Among the factors that affect theacceptability and value of barley for malting purposes are variety, color, protein content,moisture level, kernel size and kernel condition (Wilson, 1983).Besides water, malt is the principal ingredient in most beers. It is the majorsource of fermentable extract, color, and beer flavor. Barley traditionally has been the3
Page 1 and 2: Malt Preferences of the Craft Brewi
Page 3 and 4: Executive SummarySeveral economic f
Page 5: IntroductionMalt barley is an impor
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 and 40: Respondents were queried about the
Page 41 and 42: Currently craft brewers are not com
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
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