The other 99
When discussing the Fullsteam market opportunity, I’m often asked if there’s room for another North Carolina brewery.
Of course there is.
There’s room for probably 100 more.
It’s time for our state — scratch that, our society — to get beyond the mindset that an occasional nod to local beer is sufficient representation. The breweries and brewpubs of North Carolina make quality beer. Fresh beer. Beer made by your neighbor.
In this era of Know Local, we endlessly sing the praises of local cheese. Fresh baked bread. Farmer’s markets and seasonal produce. Local pies, cookies, and cupcakes. NC Wine. Local artisan chocolate. All for good reason: it tastes great. We know and care about the farmer, the vintner, the baker, the roaster. And there’s a feeling of pride that something THIS good came from OUR state. Our soil. Our neighbors. Our land.
Yet there’s this odd exception to the Know Local movement — a hall pass for America’s Last Great Commodity: anonymous industrial beer.
This is pure speculation, but I believe that industrial beer is a way for many people to let their guard down — lest too many things in life become, well, too precious. As denizens of Concerned America, we’re constantly lectured about what we should and shouldn’t eat and what we can and can’t do. And you know what? It gets tiring. A simple beer is a welcome break from the myriad of choices, ethical and environmental dilemmas, social norms, and Nanny Voices.
For others, the equation is a lot simpler. Beer = cheap.
And, of course, most people buy industrial beer because they like it.
Nothing wrong with any of this. We don’t begrudge anyone their choices.
But here’s the thing. Most people — whether they’re predisposed to like craft beer or not — really like our beer. There’s such a wide range of flavor profiles and styles out there, at least one or two are bound to resonate. There’s nothing better than giving a sample of a Sour Rhubarb Ale to someone who “doesn’t like beer” and to hear them say those magically intoxicating words,
“Oh! I really like that!”
And if you don’t find a Fullsteam beer you like, I’m sure you’ll like a beer made from our neighbors: Triangle, Foothills, Big Boss, Carolina Brewery, Carolina Brewing Company, to name a few. The forty-or-so North Carolina breweries produce an amazing range of beers — many of them beer styles you might never have heard of before.
When Fullsteam launches later this year, we are not interested in competing against our brethren in the North Carolina brewing community. We like their beers. A lot. We like them as people. A lot. And, perhaps most importantly, we believe that beer culture thrives when there’s a wide range of excellent choices.
Look at it this way: craft beer has around a 4 percent market share in North Carolina. I’ve asked around, and I think it’s fair to say that only around one-quarter of all craft beer consumed in-state is brewed in North Carolina. That means for every 100 beers consumed in North Carolina, only 1 in 100 is a North Carolina craft beer.
Why go after that one beer drinker? It’s the other 99 we’re focused on.
The foodie who boasts about eating local, but has a soft spot for, I don’t know, Iron City. The wine guy who knows all about Puligny-Montrachet’s chalky soil but drinks Amstel Light out of habit. The busy and overwhelmed grocery shopper who buys whatever is on sale.
That’s our market. THAT’S the opportunity.
It’s not about that 1 percent who know and love North Carolina beer. It’s about the other 99.
Great article! I like your attitude that beer thrives when there are a range of choices. After all, most craft beer drinks (or people who used to only drink the industrial beers, but are introduced to craft beer) don’t only drink one type of beer. Sure I might buy a six-pack of DuckRabbit this week, but next week I’ll probably buy Highland, or Foothills, or Cottonwood. It’s not the same model of competition as say, buying a car, where a person is only going to buy one and that’s it.
Yes.
[...] throes of a startup and I am not. Color me jealous. Invite the other 99. Sean put up a piece about “the other 99 beers.” Give it a read if you get a chance, but I’ll sum it up here, as well. The gist is that, here [...]
Nice marketing. Love the poster.
Thanks, all. I enjoyed cranking it out that evening. I’ve recently been inspired by the Works Progress Administration posters of the 1930s. (Not that I have that level of talent!)
The Brewers Association just compiled a list of breweries per capita. North Carolina ranks 34th in the US — though it is tops in the South.
http://beertown.org/craftbrewing/pdf/breweries_percap.pdf
The other point to bring up in this discussion is that the typical craft beer buyer is loyal to craft beer in general, not to a specific brand or brewery. The craft beer buyer has relatively no brand loyalty, therefore there’s plenty of room for one more brewery.
Is there room for another brewery? If Raleigh can support 5 breweries, Durham can support 2. If Buncombe county (Asheville) can support 7 or 9 or whatever they’re up to now, Durham can certainly support 2.
craft beers are locally made, sometimes. even craft beers are made and consumed as part of a national supply chain and beyond as some craft brewers explore foreign markets. we share the sources that national and international brewers use as malt and hops come from all over and are not locally available in most cases. therefore the arguement works best when emphasized locally made and therefore the brewery is part of the community, a stake holder plus source of fresh, flavorful foods.
good ideas, well crafted product are the fundation, but to get one or two of the 99 pints from my experience with natty greene’s the key remains sampling of our product. Looks and marketing only carry sofar as the domestic big brands are not only well established but familiar in look and taste to the beer drinking public. New is intimidating and most people do not want to experiment when it comes to what goes in their mouth. Tastes are aquired and that takes time, work and an effort.
those are my incomplete two cents
I know this is an old post, but I’ve read it and re-read it 100 times. I love it. I love the concept. I love the argument. Wow.
Sean, What a great poster and article! I applaud your abundance philosophy! Thanks for helping me see that there’s plenty of room.
Peace, Jane