This seems to be an ever prominent question in the beer world, especially with how connected it is to social media, and in many ways how dependent it is on social media. Craft beer drinkers can be a fickle bunch, and we do often make the most noise about what’s new. New releases will get a lot of buzz on Instagram, and Untappd is probably the medium most commonly associated with “ticker culture”, with many users eager to check-in as many new beers as possible and the app actually rewarding users with “badges” for reaching various milestones. So what does that mean for where the industry is going?
New breweries are still opening each year, so it is becoming more and more of a fight for them to be seen and get products in the hands of consumers. This is an even greater challenge for breweries who primarily offer a core lineup of traditional styles. A five-can lineup of a blonde, an amber, a pale ale, a brown, and an English bitter is going to have a tough time holding attention with so many people excitedly awaiting next week’s batch of haze coming out of another brewery.
It can put brewers in a tough spot. How do you continue to satisfy a customer base always wanting what’s next?