There is great power in “local.”
It offers pride, ownership and often, a connection to intrinsic values. Between 2008 and 2014, sales of local food more than doubled to $11.7 billion. Local not only makes people feel good, but there’s money to be made in it, too.
So when it comes to the beer industry, the increasing attention paid to what’s local makes sense. Drinkers want a deeper connection to the product they love, but it also offers an opportunity for businesses to tap into the consciousness of a community. “Local” builds relationships.
As Maureen Ogle recently wrote, the idea of local has been that “the narrative helped build and bind the industry” with help from the Brewers Association. But what happens when that knot starts being pulled apart?
Perhaps it’s becoming a case where a successful beer doesn’t necessarily need to be local in geography, but simply in philosophy.