I usually do not care about these sorts of PR advertorial releases about contrived standards being, amazingly, once again surpassed but there is that fact in there nattering away at me:
With production at 13,235,917 barrels in 2012, craft brewers reached 6.5 percent volume of the total U.S. beer market, up from 5.7 percent the previous year. Additionally, craft dollar share of the total U.S. beer market reached 10.2 percent in 2012, as retail dollar value from craft brewers was estimated at $10.2 billion, up from $8.7 billion in 2011.
The thing I see is that volumes moved are up a little over 14% while the dollar value is up 17.25%. Which is 3.25% more. Inflation in 2012 ran at 2.1% meaning that after inflation - including average inflation of mark up - there was 1.15% more post-expense revenue for US craft brewers. Is that right? I know there are those who argue that brewers lose money year after year and that they brew for the passion and their love of you personally and all that... and that, yes, they are really more like elves than people... but on average they pay their way so that after last year's revenue and adjusting for that 2.1% inflation there was 1.15% extra at the end of 2012. 1.15% of $10.2 billion is $1,173,000,000. [Warning: obvious math error... obvious math error.] That is good.
In 2011 production increased by 1.3 million barrels or 12.78% to 11,468,152 barrels. The 2011 sales for US craft beer was $8.7 billion up from $7.6 billion in 2010 for a 14.5% increase. The difference between barrel increases over sales increases was 1.72% but there was 3.2% inflation in 2011 meaning the increases covered only a bit more than half of inflation. Hmmm. Not so good.
I have no clue if these figures mean anything. But I see them year after year and figure they must stand for something. Any help you may offer would be gratefully appreciated. First one to allege apples and oranges wins a prize.