The upshot, according to the report, is that “the next hot area of growth is not in established light beers, they say, but in specialty craft beers that can command premium pricing, even in a recession.” The “next” hot area? Aren’t we already there, and haven’t we been there for awhile now? Craft beer’s been growing at double-digit rates for a few years now while macro brand growth has slowed considerably and in some cases has dipped into negatives. What about that is future tense?
One curious head-scratcher. Do people really not choose spirits because they’re too lazy to make a mixed drink themselves? That just sounds preposterous, but who knows?