Much like Donald Trump, who identifies a marketing opportunity and capitalizes upon it, ultimately making a monster of it,
InBev has feverishly been working to beat the (and if you can’t beat ’em buy ’em,) craft beer market…and no, I don’t like pumpkin beers nor handlebar mustaches.
Anheuser-Busch InBev is currently in merger talks with their long time business nemesis SABMiller. If this amalgamation happens, the effects will not be not only detrimental to Miller and Budweiser drinkers but also to the craft beer drinkers alike.
Whereas Europeans, especially Germans, have been for years touting Budweiser as the king of beers their palates have suddenly opened to the craft beers that are now a habitue of their tap rooms. Hence Heineken buying 50% of Lagunitas so to
(supposedly) sell Lagunitas to the Germans.
With craft beer taking a 17%+ bite in the American market, and Europeans following in these American based avant-garde beer trends InBev and other corn/rice based cheap ass beer purveyors have long been waking up. They’ve bought Goose Island and Blue Moon, Red Hook, Shock Top, Pyramid, Leinenkugel, Third Shift, Kona, and the list goes on. In addition, Guinness just announced, a hair late to the game, that they are going to make an IPA.
With a hop shortage that has been ongoing since 2013, coupled with a drought on the west coast that ultimately jeopardizes the American hops that made (and make) craft beer pinnacle, in addition to the hop contracts that even the biggest brewers in the craft market can’t get until 2019 if they sign now, I fear the end is (very much) near for (somewhat) decent priced quality beers. Everything after the coming beer Armageddon is mere illusion.