The Year of the Lager has been predicted for decades, and it is finally coming true. And the timing couldn’t be better. Drinking habits continue to shift and younger audiences are increasingly embracing moderation or even alcohol abstinence. The craft beer industry finds itself at a crossroads. After decades of solid and sometimes explosive growth, craft beer faces both a challenge and an opportunity.
Lager, with its approachable strength and depth of flavor, is uniquely positioned to thrive in this environment. And while craft lager comprises a small fraction of the beer market, it has never been more popular or relevant. Today we’re going to explore how to reframe and sell lager for audiences who value balance, flavor, and authenticity, in a moment when many aren’t reaching for a pint.
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Andy Crouch is the Publisher of All About Beer. He is the author of two very outdated books, Great American Craft Beer and The Good Beer Guide To New England. He is a devoted lager enthusiast and pilsner apologist. Drop him a line at andy@allaboutbeer.com.
John Holl is the editor of All About Beer Magazine.
JohnHoll@allaboutbeer.com