Craft beer is small, independent and traditional.
Small Annual production of 6 million barrels of beer or less (approximately 3 percent of annual sales). Beer production is attributed to the rules of alternating proprietorships.
The history of craft brewing saw America’s brewing landscape start to change by the late-1970s. The traditions and styles brought over by immigrants from all over the world were disappearing. Only light lager appeared on shelves and in bars, and imported beer was not a significant player in the marketplace.
Highly effective marketing campaigns had changed America’s beer preference to light-adjunct lager. Low calorie light lager beers soon began driving and shaping the growth and nature of the American beer industry, even to present day.
Internationally there is a growing trend towards custom brewed craft beer.
Although there are over 120 craft breweries in SA, many of these are very small, making only a few hundred liters per brew with everyone under pressure to supply more and more beer. The craft beer market is a fast growing sector and some of the sector analysts predict it to double within 18 months, with a further doubling soon thereafter.