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.
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.