Posts Tagged ‘competition’
With the number of craft breweries in BC expected to reach at least 130 by the end of 2016, competition is growing to the point where I expect we’ll see an increasing number of business failures. That’s not because there’s a lack of room for growth. BC has a population and GDP similar to Oregon, yet they have double the number of breweries we have. It’s because there’s a shrinking margin of error, especially in outrageously expensive Vancouver.
Growth of the BC craft beer market alone hasn’t floated all boats. (Remember Plan B, DIX, Taylor’s Crossing, and Surlie?) Yet, that’s what many of the startups seem to be counting on without a much deeper consideration of to whom and how they will sell their beer. In fact, there are breweries that don’t even have a working marketing plan (not the same as a promotion plan), never mind a marketing budget (not the same as ad hoc spending). We’ll see how much longer they’ll last on passion after the next 30 breweries open their doors.
Thanks to Beer Me BC, we have a better idea of whom the typical BC craft beer drinker is and their consumption habits. According to the most recent self-selecting survey, they are predominantly males between the ages of 27 and 42 living in the Lower Mainland and Greater Victoria. They drink, in ranking order of preference, India pale ale, stout, pale ale, sour ale, or saison from a bomber 3-5 days per week, mostly at home. Their beer is chosen foremost for its style, then by brewery and reputation.
Despite the fact that many small BC craft breweries often struggle to get their beers listed for sale in government BC Liquor Stores, the Liquor Distribution Branch (LDB) is sending one of their own to the Craft Brewers Conference & BrewExpo America (CBC) to give a talk about “market opportunities” in BC for US craft breweries.
LDB Portfolio Manager, Kimberly Giesbrecht, is set to give a one-hour talk entitled, Canada Market – British Columbia, during a day of talks dedicated to “Export Development” at the CBC. According to the LDB, Giesbrecht was invited to speak at the CBC by the U.S. National Craft Beer Association (USNCBA) “because BC is recognized as very supportive of the craft beer industry.” Giesbrecht “will be sharing her insight into the BC market with their members,” addressing “craft brewers from around the world including many from BC.”
I hope BC craft brewers do not have to travel all the way to Washington, DC, where the conference is being held, to benefit from Giesbrecht’s insights about the BC craft beer market.
Writing for Urban Diner exposed me to the world of cocktails. It was on assignment for UD that I met Lauren Mote, who introduced me to the concept of pairing craft cocktails with food. UD was my entree into the community of local bartenders who approach their profession with the dedication and passion of craft brewers. I find it interesting that what is happening in Vancouver’s cocktail scene very much parallels developments in our craft beer culture. Sometimes the two intersect, as when The Refinery hosted a beer cocktail competition in 2009 featuring Whistler Brewing.
This month, craft beer and cocktails meet again at The Refinery’s Cocktail Kitchen Series, an ambitious bartender competition that involves the active participation of the public. The format of CKS is that each month features a food theme and a spirit. For May, there is a Thai vegetarian menu designed by The Refinery’s Ben de Champlain up against Driftwood Brewery beer. The competing bartender then must create original cocktails to pair with each of the three dishes, using the featured beverage and one of The Refinery’s house bitters. Guests then rate the cocktails, the success of their food pairings, and the bartender’s presentation. Read the rest of this entry »