stz
Regular.
- Joined
- Jul 2, 2018
- Messages
- 246
- Reaction score
- 166
there are plenty of micros nowadays, the quality is mediocre and they put too much effort in looking creative/different/artisan than in producing a sturdy reliable classic both-feet-on-the-ground quick-down-the-hatch bitter.
This is because there are already macro, regional and large family brewers who make very keenly priced, recognisable classic bitters and have some money to market it. If as a micro you decide to dip a toe into that market you'll quickly hear "how much?!" from the publican because you don't have the same economies of scale and you'll also hear how a lot of the regulars grumble and won't drink anything else. You'll spend more time selling than brewing.
There are also quite a lot of micro breweries in most areas now, the amount of competition means there are always a few who are happy to cut their own throat producing beer as cheaply as possible and run at or below cost. They might do this on only one or two lines which are subsidised by other lines in order to get a pub to take delivery of extra casks because it makes more sense to drive over with 3-4 rather than just the one. For others, nobody cares if it is any good or if it builds repeat business, it just needs to sell and guest beer from an unfamiliar brewery tends to sell very well because of tickers. These breweries will make a new beer every week and then try to flog it far and wide except most pubs won't want to take guest more once every few months so you are limited by the number of free trade pubs in your area. This can be a vicious downward cycle and many are just trying to stay afloat having entered the market focusing on the wrong sort of products.
So plenty of micros look at this mess and realise that the market is oversaturated, unwilling to readily accept new products except on price and still in decline so decide to play to their strengths, being creative, different, artisan and build value in their products and develop relationships with markets which are rapidly growing and will readily accept new products on quality not price. You get to spend more time brewing than selling then, you can't make enough of it if you get it right.
Later on when you've a steady income and some money to invest the trick then is once you are already delivering to every place in every city you can reach that will buy your beer and further growth requires a greater investment in transport than a couple of extra vessels you target the pubs in those areas you cover who previously rejected you as too expensive, too fussy, not what the regulars will drink etc and you squeeze in an extra tank or two just to make a few different (but high quality) traditional ales which you deliver at the same time for the extra 4-5 grand a week.