Overview of Findings
The nineties was time of growth, filled with economic “bubbles” rising and popping that gave way to an exponential growth among a plethora of markets. One rapidly rising movement during this time revitalized an appetite for an overlooked tradition within communities worldwide, craft beer. These communities coined their expanding presence in the market the “Craft Beer Renaissance”, a revival of full bodied and flavorful beer. Over the past century across the globe the commercial beer market revolved predominantly around bland light lagers. Often described as watery, these beers have little in the way of hops, malt or aroma. The companies that produce them dominate a vast majority of the American beer market.
The nineties was time of growth, filled with economic “bubbles” rising and popping that gave way to an exponential growth among a plethora of markets. One rapidly rising movement during this time revitalized an appetite for an overlooked tradition within communities worldwide, craft beer. These communities coined their expanding presence in the market the “Craft Beer Renaissance”, a revival of full bodied and flavorful beer. Over the past century across the globe the commercial beer market revolved predominantly around bland light lagers. Often described as watery, these beers have little in the way of hops, malt or aroma. The companies that produce them dominate a vast majority of the American beer market.
This paper briefly describes the historical events that lead to this craft beer boom; report on the renaissance itself based on interviews with some of the local brewing artists. Taking this information into account a clearer picture of the future of craft beer reveals itself. The word fad comes to mind when speaking of new trends. This essay defines this market growth as a trend that embeds itself within a society of people, those attracted to the market evangelize the potential held within malt, hops, yeast and water.
When gathering data, local Homebrewers were chosen as the experts on craft beer as no better brewers represent the cultural trends and attitudes toward the revival of craft brewing. Homebrewers dedicate time, effort and passion in pursuit of beer knowledge, with little expectations for capital return. Many are intrigued by the historical aspects that surround the brewing process and relish the experience widespread growth of craft beer creates for them. While many require a small source of income to continue brewing, most do not have a direct financial link to the craft beer market. This perspective provides an informed and honest opinion of the future expectations within the market, and demonstrates the craft beer renaissances’ impact on communities and business, not just on the ups and downs of the brewing economy.
Homebrewers were found by attending a series of events at Proforma, an art space located in Manhattan, and organized by Eric Steen. Eric Steen organizes events internationally in art spaces to highlight the artistic qualities of brewing beer. The first event focused on the brewing process with roughly a dozen beers simultaneously being brewed by a wide array of New York City Brewers. The second focused on the final products, Homebrewers within New York City gathered and contributed to the “impromptu brew pub” showcasing over thirty beers created by New York City Homebrewers. While attending these events, of a set series of questions were asked of the brewers willing to go on record. These interviews were transcribed for in depth dissection and a general consensus of what inspires their brewing and the potential future opportunities of the craft beer market.
