> it was the legalization of homebrewing that was the gateway into the innovation.
I'm with you on this part. It's hard to imagine the boom happening while tinkering was outright illegal! Also, surely the 58 year gap (1920-1978) caused some generational loss of knowledge. The homebrewers of the 80s and 90s must have started from scratch in many ways.
> without the three-tier system the little amount of innovation in brewing couldn't overthrow the total amount needed to also take over distribution and retail.
Watch "Beer Wars" and you'll see craft brewers with promising products struggling to get shelf space. The problems started for them even before the shelves: they needed to get into existing distributor's trucks, and by this stage of the three-tier game, tier 3 (breweries) had captured tier 2 (distributors). Why exactly would you let an upstart competitor onto "your" truck?
What's surprising to me is that craft brewers found a way! They succeeded not because of the three-tier system, as this article posits, but in spite of it. I'd love to hear how.
PS. You cite an article by the Dogfish Head founder Sam Calagione. In "Beer Wars" he recounts the story of how he started an illegal brewery in Rhode Island, then (because the state was small enough and he knew someone who knew someone) managed to get a law passed to legalize brewing.
I would like to know too, if it really is some odd phenomena that everyone so far is missing.
If I had to pin it to any one guess, I would maybe go with imports. Beer imports were always around to some extent, but it was also the way that consumers got the other tastes they couldn't find at the football game.
In fact, if I had to think back to when I was a kid, there was always that one uncle who enjoyed drinking imports over typical 'domestic', and maybe that 90's uncle is basically the same person today as a craft-IPA drinking millennial. Distributors accommodate more imports as brands get acquired, and maybe that's the gateway. I suppose you could look at the data of brands changing over the years.
> I'm with you on this part. It's hard to imagine the boom happening while tinkering was outright illegal! Also, surely the 58 year gap (1920-1978) caused some generational loss of knowledge. The homebrewers of the 80s and 90s must have started from scratch in many ways.
This is absolutely true. Find older homebrewing guides from the 80's, and you'll see practices that would seem amateurish to even complete newbie homebrewers today - using baker's yeast instead of specialized strains, limited hop availability and poor packaging, and protections against contamination during fermentation being limited to a towel over a bucket.
reading this makes me realize that the business school mantra of 'create barriers to entry' is ultimately limiting for both the industry and its dominant players
I'm with you on this part. It's hard to imagine the boom happening while tinkering was outright illegal! Also, surely the 58 year gap (1920-1978) caused some generational loss of knowledge. The homebrewers of the 80s and 90s must have started from scratch in many ways.
> without the three-tier system the little amount of innovation in brewing couldn't overthrow the total amount needed to also take over distribution and retail.
Watch "Beer Wars" and you'll see craft brewers with promising products struggling to get shelf space. The problems started for them even before the shelves: they needed to get into existing distributor's trucks, and by this stage of the three-tier game, tier 3 (breweries) had captured tier 2 (distributors). Why exactly would you let an upstart competitor onto "your" truck?
What's surprising to me is that craft brewers found a way! They succeeded not because of the three-tier system, as this article posits, but in spite of it. I'd love to hear how.
PS. You cite an article by the Dogfish Head founder Sam Calagione. In "Beer Wars" he recounts the story of how he started an illegal brewery in Rhode Island, then (because the state was small enough and he knew someone who knew someone) managed to get a law passed to legalize brewing.