Consumption is a bad word even though we all do it and we all must do it. The free market is based on aggregation of single decisions into total consumer demand yet, in the world of good beer, these choices are little discussed. It is often discussed in supply side terms. I don't see it that way. I think this article in the Irish Independent.ie has it just about right:
The country's real ale fans represent the perfect example of how greater consumer awareness can revitalise a struggling industry, say economists. Equally, the ever-growing number of microbreweries satisfying their demanding palates offers hope for the UK's small businesses. Experts at Nottingham University Business School came up with the findings after examining the history of brewing in England. They believe the industry's rebirth in the wake of the Campaign for Real Ale's founding in 1971 has implications for much of the UK economy.
No clients? No brewery. No taste for new beer, no risk taking at the check out? No craft beer revolution. Which is why every time I hear about another allegedly rock star status brewer or one more "we are the leaders" craft brewing association video, I wonder why they forget the most important two words in the whole deal - thank you. I also wonder why good beer drinkers in North American can't get their purchasing power together and achieve the success in the marketplace that CAMRA has.
Comments
Brendan - July 19, 2010 1:51 AM
You don't think that consumers, at least in the lower 48 + AK, QC, BC and HI have made their purchasing power known? I think they have. Look at all the startups, law changes and the push for tax changes(at least US Federal) going on right now. The consumers of this product darn near required the president to drink their beer, while still not becoming a national joke about nerdery. Not bad. Give credit where due.
Brendan
Thomas - July 19, 2010 1:58 AM
I think Brendan has a decent point, but I like the post. One thing customer is a word I love but consumer, reminds me of a cow with no taste or intelligence. Avoid consumer.
Nice post Alan.
Bill Night - July 19, 2010 6:46 PM
Like Thomas said, "consumer" is not a very lofty title. It doesn't make you feel a part of something the way "aficionado" does, or "fan", or "lover".
I think you might also be overestimating CAMRA's "success in the marketplace". A quick Google puts UK real ale market share at less than 10%, and Wikipedia -- using a narrow definition from the BBC -- says UK craft beer has 2% of the market.
Alan - July 19, 2010 9:45 PM
Well, the idea that a person has to be an "aficionado" (a term I don't care care for given its likely misuse or at least under appreciation) or "lover" to play their proper part (let alone wield their purchasing power) is a bit weird. They're so dreamy and uneconomic. They also puts one at plight as in plighting one's troth. Makes you passive, a mere observer. Reminds me of my cautionary observation about whether we love the beer and not the brewer.
"Drinker" is the more honest term. It reflects the fulfillment of brewing, the point. Stake your claim, drinker, to the rightful role in the marketplace.
Brad - July 20, 2010 9:28 AM
The problem with some craft brews is they have a lofty idea and try to be artistic, but fall into a routine when they have successful beers that consistently sell. When the numbers taper off they think that the people will buy what the brewers tell them to buy. The brewers truly have noble intentions but because consumer becomes synonymous with sheep, they fail to recognize our own autonomy
Joe Stange - July 22, 2010 11:09 PM
I think I quietly diss the consumer more than praise him. I wish he'd quit throwing too much money at overpriced large bottles and special releases. He's only encouraging them. Why not encourage them to make more drinkable beers?
But what I'm really saying in the end is that I wish their tastes were more like mine. Then the market would offer more of what I'm hunting. I'm selfish that way.
Alan - July 23, 2010 8:48 AM
If you and me could find a third guy who agreed with that we might form a little club.
Tim - July 24, 2010 8:42 PM
Alan, Your third man for the club right here. Our little club should have a name... something I will (briefly) ponder over a few Smuttynose IPAs tonight