ARE YOU READY FOR A SESSION?

ecause the word ‘craft’ is neither legally defined nor protected, large organisations can exploit the movement by concealing their mainstream beers or outright purchasing smaller breweries. As mainstream beer brands own 90% of the market and more money and resources, there is little that anyone can do to stop this.

The result is an increasingly saturated market where no one understands what ‘craft’ is—alongside the seemingly never- ending range of styles, sub-styles, prices and names within craft beer, it’s no wonder that some venues shy away from the category entirely.

But recent studies have shown that craft beer demands a significantly higher cash margin per serve and that 43% of consumers don’t know where to start when navigating the craft beer category.

So how do you tap into this potential market and capitalise on that extra margin?