Getting those BMC drinkers switching to craft is a hard sell. One buddy convincing another to try craft brew only works on a small percentage as many prefer to stay with what they like. Only way to grow the number of craft beer consumers, IMO, is 1) word of mouth, 2) market to wine drinkers. See, part of the problem is that the 90% of BMC beer consumption is by people influenced by advertising and low prices, neither of which can be competed against fairly by little craft breweries. This is gonna result in some good brewers reducing the volumes they send here or pulling out altogether. As it is, some really good brews are gathering dust and many good IPAs/IIPAs sit past their prime. If a good percentage of these new local startups produce average or worse brews, they won't have much of a chance, IMO, and they shouldn't, unless they are content in not growing. While consumers are likely to prefer local if the products are equal, rational craft consumers are going to seek out the better ones. Most of these coming in have products that are better than many of what the new TX startups are putting out. Over the last few years, there has been an enormous boom in out-of-state breweries' getting their products onto TX retail shelves and into bars, which is a craft brew drinker's delight. So, while it appears there is room for growth seeing as how TX craft production is miniscule compared to overall beer consumption, what you end up with is a lot of competition for that <10% of craft brew consumed here. Texas craft brew production (excl Shiner) is 1.36% and total craft brew sold in TX is less than 10%. Click to expand.Warning - long and rambing: While the number of craft brew drinkers in TX is growing, it really isn't making a dent in BMC market share.
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