The Novelty Curve, Economies of Scale and the State of Craft Brewing

Whew, how's that for a title?

Over at Beervana, Jeff Alworth has blogged a couple of times recently about some new data purporting to show the health and growth of the craft brewing industry.  He discusses how the data reveal an interesting fact about the industry: there are a few big players (Boston Brewing, New Belgium, Sierra Nevada, Full Sail, Deschutes) and a TON of very, very small breweries.  He and I have also had conversations about the overall trend.  Craft beer cheerleaders look at the remarkable growth in market share over the last decade and the still small share in general to suggest that the future is bright and that there is no reason we should not expect craft beer to continue to grow both in overall volume and in the number of breweries. I am skeptical.

The model I have in my head of the craft beer industry in the US is one that is mainly characterized by a tension between two forces: novelty and scale.

The first comes from the natural desire of consumers to consume variety. Most of us don't eat the same meal for dinner every night and we tend to get tired of any one meal we eat too often.  But the variety desire at the market level can be also arise because of static and different tastes. Finally, tastes can evolve - consumers get used to hoppy beers, for example.  So dynamic tastes, where consumers of beer find their tastes evolving and are always looking for new and interesting experiences, can also drive the market demand for variety.  All this leads to the advantage new breweries have in brewing new styles reach customers that were previously badly served because no beer was available that matched their preferences well, or to consumers looking for new things, or to consumers looking for more adventurous drinking experiences.   Jeff has coined this the 'novelty curve,' and suggests that new breweries have an advantage over established ones because of new, fresh products. [Ninkasi comes to mind]  Established breweries, like Bridgeport for example, have a more difficult time trying to keep a standard line-up selling while at the same time satisfying the desire for new tastes.

The second is a natural aspect of many industries - the larger the volume of the firm, the lower the average cost of producing the product. In brewing the size of the brew house, the ability to have your own bottling line, efficiency in distribution, number of taps, brand recognition, and many other aspects make brewing an industry that is subject to significant economies of scale.  What this means is that larger breweries can undercut smaller ones, all else equal.  [My colleague, Vic Tremblay, has estimated economy of scale effects for the large industrial breweries up to about 23 million barrels, if memory serves]

Because of these two forces and how they interact with the craft brewing industry, I expect that the industry will always be characterized by a lot of volatility.  I think that there will be some stable mainstays (the Deschutes and Full Sails of the world) that have the scale advantages and try hard to keep up a line of unique, one-off, specialty beers to feed the novelty curve.  And a lot of churn (in economics-speak) among the smaller breweries.  I think the brew-pub model is the way to go here as a stable revenue stream from food and an in-house captive audience for the beer can help tame the vagaries of a fickle consumer base.  

All that is to say is that I don't think the number of breweries continuing to increase is a sustainable path and I expect another round of shake outs in the market, unless small brewers can establish a successful restaurant operation.  And in general, I think we can always expect breweries to come and go regularly.  But this is not necessarily a bad thing - the better breweries, those that brew good beer, are well run businesses, market well, etc. will stick around and new start-ups will keep offering new, interesting beer.

This doesn't mean that the overall market share of craft breweries won't continue to increase, but as this increases it may reinforce the economies of scale advantages of bigger craft breweries.  That said, mainstays like Boston Brewing have seen sales stagnate, while lots of little breweries have opened, so we may be in a period where the variety motive in the market is ascendant.  The good news in all of this is that the market should always be interesting from here on out for this observer - I think craft beer is here to stay.

Note: the picture is of Hangar 24 craft brewery in Redlands, CA, where my brother is a brewer.  Check it out if you are in the LA area.

Back to the Future?

The craft beer cognoscenti often talk about how the new craft beer movement in America is a return to the past where breweries were decidedly local (and perhaps reflected local tastes though most beers were pilsner style beers imported by german and eastern european immigrants). I agree that the local brewery is a return to the past, but the localization of breweries in the late 19th and early 20th centuries was largely a consequence of the difficulty of transporting a bulky and heavy product. The modernization of transport, especially post WWII, in my mind at least, was a major factor in the consolidation of brewing which was able to exploit economies of scale in all aspects of the industry. But of course you loose something in the process: variety (such as it was).

But this supposes that there was a lot of variety in local markets prior to the great consolidation. I suspect not, for the very same reason that led to the creation of local breweries: transportation was costly. On most local shelves in the US in the early 20th century, I suspect, was a choice of only a few locally produced beers.

So really then, we are currently in an unprecedented era where we now have a dizzying array of beer choices available to us in our local stores. I used to buy Rogue in Ithaca, NY, and in Portland I can find obscure Belgian beers, microbrews from all around the US, and tons of special brews. What does it all mean? Well, for one, we can identify regional tends in styles and flavors more readily and as producers try and distinguish themselves in a crowded marketplace the incentives are probably to try and produce more and more unique beers.

Which is the point of this rumination: the rise in specialty brews (things like Deschutes' Dissident, Full Sail's Slipknot, etc.) is part and parcel of this newly crowded marketplace. I think breweries are finding it ever more important to create some buzz and attention through the creation and marketing of these brews. It is a wonderful trend for the beer enthusiasts, but is also a sign of an industry that is still evolving. I think a lot about where it will all settle (e.g. how many breweries can the market sustain), but I suspect that this is an industry that will always have a lot of churn - many new breweries starting up and many old ones closing. This is not necessarily a bad thing, it means lots of constantly changing variety. Or perhaps the big brewers will successfully capture the market by introducing their own micro-style brews, it all remains to be seen and is pretty fascinating.

Okay, so in the final analysis this post is pretty aimless, but this is what happens to someone shut in for over a week with sick kids. Hopefully it makes a little sense.