This morning, Good Beer Hunting published a Sightlines piece I wrote examining the essential forfeiture of the Brewers Association’s goal of 20 percent market share by 2020.
At the end of 2016, BA-defined market share stood at 12.3 percent. Nothing to scoff at, considering how the industry continued to grow last year. But the truth of the matter is the goal of “20 by 20” is based on a self-prescribed definition of what “craft” is and isn’t. So I was intrigued by this question I got after the story went live:
What was once an idea of gaining 20 percent market share – something actually written into the organization’s mission statement in 2014 – has now more or less faded into the stark contrast of a reality where merger and acquisition activity can easily strip millions of barrels away from “craft” defined beer.
But instead of adhering to the artificial placement of the word “craft,” what if we rearranged what is allowed to be included in this equation? Is the goal of 20 percent then attainable?