“With so many breweries now playing in this space, I wouldn’t be surprised to see more share swinging toward craft,” said Kenary.
“As with any consumer trend in the beer space, I think smaller breweries are smart to ask ‘What does this tell me about my consumer, and am I in a unique position to offer them something that addresses that need?’,” said Monday Night Brewing cofounder Jeff Heck.įor his part, Firestone Walker cofounder David Walker said that “all the mega trend data shows a perceived health and wellness bias,” and that it “makes sense” for craft brewers to produce beers that “align” with the trend.Ī growing number of small breweries are making low-calorie craft beers Chris FurnariĪll of this begs the question - can a collective group of craft brewers successfully cut into Michelob Ultra’s dominating market position? Indeed, many craft brewers I polled said they have witnessed the success of Michelob Ultra and thought about ways they could appeal to those drinkers. “As the entire craft beer category continues to seek opportunities for growth, there's no doubt that brewers are looking for ways to go after that Ultra drinker and perhaps bring them into the craft family,” he said. He believes that craft breweries have “ignored the emerging trends of people trying to drink in moderation.” Jake Rouse, the cofounder of Kentucky’s Braxton Brewing, which released its own 100-calorie IPA called Hop Fit earlier this month, concurs. “Beer is simply trying to catch up,” he said.īraxton Brewing's Hop Fit IPA contains 100-calories Braxton Brewing “It’s only logical that brewers want to provide options for these consumers who are more calorie and overall health conscious.”įor his part, Scott Hansen, the cofounder of South Carolina’s East Island Brewing, which makes Island Coastal Lager and is rolling out an 88-calorie Michelob Ultra challenger called Island Active, said the broader consumer packaged goods industry has been focused on creating “better for you” products for years. “As consumers become more invested in their own wellness, they want drinking options that can complement a healthier lifestyle,” Harpoon Brewery cofounder and CEO Dan Kenary told me. I asked a number of brewery owners and executives for their thoughts on this emerging segment within craft, and nearly all of them pointed to changing consumer preferences as the primary reason why they’re investing in the development of low-calorie craft brands. So what’s driving so many small breweries to shift their focus toward the lighter side of the beer market?
There are now 118 different “low-calorie” craft beers being sold off-premise, the firm shared. According to market research firm Nielsen, the number of craft beers with “light” or “low-calorie” claims on packaging increased 37% over the 52-week period ending January 25, 2020.
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