Lagunitas’ Tony Magee on Craft Beer Growth
Lagunitas’ CEO and founder Tony Magee took to Twitter late Thursday night with some interesting data about craft beer’s percentage of the beer market, and what that looks like for future growth, both with existing breweries, and with new breweries. It’s an interesting bit perspective from the 6th largest craft brewery in America, and I’ve always enjoyed Magee’s perspective on his business. I edited his statement slightly, only to fix all the “Twitter grammar,” to make it easier to read:
Was looking at IRA data. I added ALL the craft-type sales, meaning the narrow Brewers Association definition of craft beer, as well as Shock Top, Blue Moon, Craft Brewer’s Alliance brands, Guinness, Newcastle, etc… It turns out that the things y’all drink when y’all want flavor represent a freakin’ 12% market share, not the 6% share that is reported.
Could say that the extra 6% share represents the ACTUAL shortage of capacity within authentic craft beer. Makes building another brewery seem like a stoopid safe bet. I see Blue Moon & Shock Top, and the other faux beers as mere spackling in the cracks. A sort of beer-bondo that we can easily chip back out when we’re ready to use that market crevice ourselves. Maybe that sounds pompous, and maybe it is. And when I write ‘we’ I’m referring to all of us new brewers. Bottoms up!
In a recent newspaper thing I said that I thought Lagunitas could be as big as Anheuser Busch or MillerCoors. WTF does ‘big’ mean? Big is the result of something else. No one ‘owns’ big. It’s an artifact of your decision making. Could Lagunitas be that big? Sure. But in the end it’ll be up to you. We’ll just try. But like every mountain climber knows first hand, there’s nothing up there on the top. The trip is the thing, & we’re sure trippin’ lately.