I used to spend a lot of money on beer.
I mean I still do, but I used to too.
A couple of 24's a week wasn't unusual around here and supplemented with a trip or two to the bar, we were dropping a bit of cash on our own personal social lubricant without much thought. While my choice in beer has changed decidedly, my spending habits haven't drifted much with the exception of going out, I've become a stay at home drinker for the most part, my beer fridge usually has a better selection than the bars in my area. But where my $100 would before yield 4 dozen bottles, that same money now lands me perhaps half that amount of beer and while I am very happy with the quality of the product I now consume, I can't help but think of what kind of lucky privilege it is to be able to afford Craft beer as my regular purchase.
The cost of our beer is changing and our buying power is now focused more on quality than quantity. Some fantastic prices exist of amazing beer (Great Lakes Canuck for $2.80 anyone?), but generally we are spending more per millilitre on our beer than ever before and that is a choice we gladly make to support both the local craft beer scene and a shift in how we identify as consumers. The upwardly mobile buyer of craft beer is evident by the enormous growth and footprint this scene has acquired in the last half decade. But who is buying and when does it become too expensive for all but the upper middle class and beyond to be regular drinkers of what we term "better beer"?
I do have a budget I have to stick to when it comes to anything, we are not wealthy people but rather that most Canadian of middle class folks. Double income, but not too much, a little more than paycheque to paycheque living most months. We choose to buy craft beer exclusively because we love the options available and have adjusted our consumption and acquisition habits accordingly, but the fact that we have this kind of discretion and extra income available is definitely a privilege not accorded everyone. The shift toward higher prices for a lot of places is simple business math. Spending more to make a unique product has costs all along the supply chain and at the end, the consumer must decide if that product is worth the money being asked. A 12% Bourbon Barrel aged Imperial Stout costs more than a pale ale based on a whole host of factors, including initial ingredients, storage, risk and loss of a beer that takes time and patience to see if it will even turn out.
We may not have hesitated when we first started buying craft beer to pay any price for certain beers or breweries but as the industry grows, leaders in quality and value begin to emerge and our dollars gravitate toward those who return our investment with a product worthy of the higher prices. Past performance predicts future results seems to be what is happening when it comes to beer and some inflation and perhaps even price gouging seems to emerge when it comes to both the source purchase and subsequent secondary market. There exists low ABV Pale Ales retailing for $3.50 and above and this stinks a little of taking advantage of new to craft beer drinkers and those who want to try anything new alike. No doubt not all craft brewery owners are just in it for the love of better beer and the chance to own a small business in a thriving community, some are cashing in on the hype in hopes of making a quick buck before the inevitable contraction.
Besides the obvious pricing issues of certain beers, we must also be mindful that the ability to travel all over visiting different breweries and buying whatever we want, when we want to, is a class privilege writ large. I understand all too well the desire to have a cold beer after a long day at work and not having the discretionary funds to afford one. Being broke because you have just enough for bills and food isn't a unique thing and their are millions of folks who work 2 jobs, 7 days a week, just to keep a roof over their heads. Drained of any respite, they look for the best price they can get to have a few pints in the fridge for their all too uncommon moments of rest. Do they spend $5 a can (times 2) for a double IPA or $11 for 4 tall boys of Old Milwaukee, getting a nice evening on the patio with a buzz so desperately needed in a world that moves faster all the time. While you or I may choose to get the 2 double IPAs because we have changed palates and perhaps seek what we see as the better product, but for someone who is new to craft beer, this kind of math seems off and will send them back to the comfort of the known and the better bargain. There is no shame in drinking what you can afford and what brings you the most joy. It has taken me a long time to stop beer shaming and learn to enjoy life at my own price and pace. For sure I will have a little fun, at my own expense, to highlight why craft beer is a better deal in the end but without needing to mock or put down anyone's choice in beer. Economic decisions about your beer can be as simple as quantity over perceived quality because you just want to have a beer.
So while we may be blessed to have the ability to buy better beer and support local small businesses, but that is not always possible for everyone, all the time. A treat of a few tall boys of a favourite IPA may be all someone can afford in a pay period and despite working their fingers to the bones, we can't all afford to buy everything we'd like to, beer or otherwise.
Everyone has a story and a struggle, try to remember that when your having a pint. Bottle shares are pretty awesome and it's nice to pour something special with your pals when you can. Beer choice shouldn't cause anyone stress, it should be a joyful part of any day when you get to have one. Be kind and be the one lifting people up, it makes the world better every single time you do.
Cheers!
Polk
With 2018 starting it's fade to black, I return to my tradition and look forward to what the coming year may bring for Ontario Craft beer. I have no inside knowledge, nor am I by any means an expert on anything but my own palate and observations, I am just a guy who really loves the community and of course, the beer.
The following thoughts are perhaps best described as hopes, dreams and a little reality as the calendar surges forward and craft beer grows and matures along with us as consumers.
Predictions, thoughts and a little look into the mirror as we begin 2019.
1. All beer is Local
Well of course it is Polk, everything is local somewhere. While this is facetious but factual, the point I have come to make is that it will become even more hyper localised as we go forward. with the exception of the strong regional breweries (Great Lakes, Muskoka, Amsterdam, et all), the future of the smaller, nano and micro breweries will be in serving their communities and the surrounding environs with both liquid and social refreshment. Not a large economic concern but rather a smaller, more sensitive to the seasons and the ebb and flow of the population around them, these breweries will do well to serve as both touristy beer destinations and hubs of local activity. From hosting their own events to bringing in civic organizations for fundraising nights, these breweries will do well serving the immediate area around them, encompassing small town bars and restaurants with an eye to the bottom line as many will have to stay small to maximize profit but perhaps also provide a nice life for the owners/brewers and a dedicated staff.
2. It's in the Mail
While a nice chunk, about 20%, of Ontario Craft brewers offer online sales and home delivery through Canada Post, the majority have yet to seize on this excellent resource for getting their beer into the hands of consumers far away. Part of the problem is the need to build the website to handle the ordering, which without an in-house option could be an expense not worth its creation. packaging and what to offer online are core questions as well as what the market will bear when it comes to the dreaded shipping charges. Minimum orders or even a lack of interest in the product outside of the immediate environs will also be deal breakers for many small brewers. As with the LCBO or Beer Store, the online sales provide a secondary revenue stream which can provide much needed income to an out of the way stop. The larger brewers who have extensive listings at the provincial level stay away from this, with a few exceptions like Sawdust City and my own hometown Collective Arts, simply because I imagine they just can't justify the need to add to an already heavy sales schedule. Perhaps I am reaching but I see a continuing rise of online sales with the most sought after and unique offerings driving those brewers profits higher and leading to an even larger footprint without the traditional sales plan.
3. Your Unique and I want You
The rise of the Whale is always part of any expansion of great craft beer. Some magical genius with hops and barley hits the jackpot with their ability to create the next big thing and people all over are clamouring for it. Be it a far away location from the big urban centres, a small production or just the sheer purchasing of
a brewery's fans who scoop up every release in copious amounts whenever a new or returning favourite hits the fridge. While the envy will always be there for some, the larger population of craft beer drinkers nod their heads and then go to their local favourite for what they would tell you is great beer no one knows about. These highly regarded and much sought after beers come from all sizes of brewer and will make for special road trips and beer mail but at some point, if people can't get your beer, they will move on to what they can.
4. Craft Beer Stores
The holy grail and be all, end all for enthusiasts is the belief that someday we will get "our own" beer stores filled with every imaginable release from all the best Ontario craft brewers. While someday this may be true and we can all rejoice at the prospect of knowledgeable staff selling beer at the proper temps with glassware and pairing advice, I wouldn't hold my breath. The best bet is a consortium, like the Ontario Craft Brewers association and their members getting a few licences to open boutique stores. These would most likely be located in already busy urban markets and despite a wish from some, the LCBO will continue to administer the sale of beer within the province. Cross selling or regional stores would be a little easier to fathom as most brewers have fairly friendly and close relationships with their close by neighbouring breweries and this could be a much more doable option. But for the near future, it is the Grocery store and LCBO which will continue to be the only outlets outside of the brewers walls where people can physically pick up the product.
But still we dream and hope...soon.
5. The Haze Craze Continues or The Chronicles of Dank
Every year I say it is going to be a resurgence of lagers and pilsners with low ABV beers coming in hard...and every year I am still surrounded by the love and search for big old juicy, hazy and tropical dank hop bombs. While the mass market still is dominated by Bud Lights and the like, most of the people I know who drink craft beer are either in search of the latest New England style IPA or something of the like. Hazy is a descriptor but it is the soft citrus pithy bitterness to go with that dank pine that brings the most joy to those who love them. The other side of that coin is my dark and slow sipping friends who pursue barley wines, bourbon, rum or cognac barrelled beauties to enjoy and warm the sub cockles of their hearts with. No doubt the market exists for crispy bois and clean pils but make no mistake that the ever growing craft beer world is still deep in the grips of all the hops.
The Haze remains the same.
6. How deep is our love?
With around 300 brick and mortar breweries operating in Ontario and even more in various stages of planning, this province of 10 million plus people is either under or over saturated depending on who you listen too. Peak Craft beer, to steal a phrase, is perhaps the biggest fear for anyone thinking of getting into the game and wondering if there is room at the tap handle. While I have already talked about the hyper-local focus of a lot of new brewers in Point 1 today, I see trouble for some places as the knowledge and sheer number of consumers rise. We have begun to see people turn from beer that isn't good, not well thought out or rushed to market. There will always be a segment that will never be critical of anything for fear of upsetting their local brewer, but if we are to continue to see expansion on par with what the last 3 years have seen we need to begin thinking and buying with an eye to supporting those who are making it worth our dollars.
7. A Larger Tent
While this one probably needs a deeper look and is something I promise to do as the year moves on, I would be remiss if I didn't talk about why it is important for us to make a bigger door and be far more sensitive and inclusive when it comes to craft beer.
Just as we wish to be part of drinking something that is different and better than when we drank Coors or Molson Canadian, we must also look at how we welcome those who seek to make the world itself better. While I am not really qualified to talk about diversity or inclusivity, I feel like I have to continue to push the envelope and help or encourage those whose voices are being raised and need to be heard. We want craft beer to be a place where everyone feels like they belong and that begins with standing up for what is right and being an ally to those who seek that truth. I think 2019 will continue to see people try to open doors and make craft beer the truly special place we see it can be. But the work remains and vigilance will be needed to keep those who seek to muffle or silence criticism and serious conversation about change. Arm in arm we go forward and that will be our strength.
A good place to start is with my friend Ren over at Beer.Diversity., the good ladies at The Society of Beer Drinking Ladies or even Hamilton's own Iron Beer Maidens. Look for local groups and breweries who are doing things right and support them with your dollars and your voice.
8. Buy-Outs, Sell-Outs
For the most part, since Mill Street sold to Ab-Inbev in 2015, the Ontario Craft beer scene has been relatively quiet when it comes to "selling out". Whether it is a lack of options or just people standing firm on sub par offers, it has been a peaceful period when it comes to the mergers and acquisitions of our favourite breweries. With the exception of a few contract LCBO SKU buys made by Lost Craft, the odd purchase of Grand River by Magnotta and All or Nothing taking on Trafalgar, there has been little action. I am sure some sniffing around has been done and who knows, this year may see a shocking purchase but in my heart, I can't see it being anyone but the few "lifestyle" brands who always seem to be looking for a big payday anyway. Ace Hill continues to defy my predictions of being a perfect fit for Molson/Coors and perhaps it is the coming attempts at cannabis related beer that has the big boys focus.
The craft beer portion of the market approaches somewhat of 10% and that has to have someone's attention but perhaps I'm still tilting at windmills here...
9. Do you like my #beerselfie?
While I know I am often a social media tidal wave and live very much every day out in the open, there is a rising tide of new and more talented photographers, writers and video lovers out there who just need a little encouragement to join our cause. I continue to help push them forward and despite the fact that there are a few who wish they alone could be the "voice" of craft beer, the truth is many voices are needed to help raise the chorus and that in numbers we truly have strength.
Every picture or story about craft beer helps to widen our reach and as more people join us, we can help craft the narrative. We can start to control the future and ensure that the vision of a better world with craft beer leading the way happens.
Not everything of course is hunky-dory when it somes to social media and craft beer. Some still use sex to sell and achieve followers/likes, some try to court controversy for the sake of controversy and we all need to be aware of beer shaming our friends and family online and in real life.
The boobs, butts and muscle crowd will always exist in any form of media, so it is up to each person to decide what they feel is right for them.
Being an asshole about beer or anything only goes so far and while I too can fall into the trap of negative vibes, I will do my best to try to be more Beer Positive myself in 2019.
And finally, let us do what we can to help reduce beer shaming as the year goes on. Sure we want more of those around us to join us in enjoying the amazing things we are getting, but making fun of or calling them out for making poor choices when it comes to their beer only reduces the likelihood that they will ever feel comfortable trying something new. We all started somewhere and maybe we would do good to remember that. Be a guide and a friend, not a gatekeeper who sneers at those they feel are beneath them. Expand the love and make it easy for folks to feel comfortable joining the community and you will see us grow.
There you go my friends, 9 things I think could happen or that we can work at to make better in the coming 365 days. I'll be doing my best to help spread the Gospel according to Craft and hope you will join me as we delve headlong into what is sure to another year of beautiful beer, new friends and experiences that will help shape the stories we tell when once again we gather to look back.
Cheers!
Polk
