Craft beer will keep booming, says Koch
The rise of craft beer will not stop any time soon, but there is still work to be done to take on the big guns, according to Jim Koch, the man behind eponymous craft beer company Boston Beer.
“Americans are waking up to flavour and taste in just about everything and beer is a part of that,” he said – a far cry from when he started brewing beer at home over 30 years ago.
Allaying fears that craft beer is a fad that will soon wear out, Koch reminding viewers that his company – which makes the famous Samuel Adams brand – only represents 1% of the beer market.
“There’s almost 90 percent of the people out there who are drinking other beers than craft beers,” Koch said.
He continued, “What percent wants to drink good beer? I think it’s more than 11 percent.”
The Boston Beer Company sold 3.4 million barrels in 2013/14 financial year, making it the largest craft producer in the the US.