When we talk about beer industry growth, it’s pretty much an exclusive discussion of craft’s never-ending climb and how that ascension is changing the industry.
Or it’s about Big Beer’s fall from grace and how their throne is threatened, leaving them scurrying about the land, snapping up businesses into a mutated form of fiefdom.
But perhaps one conversation we need to have is about beer’s other story – the rise of one Big Beer giant, going against the grain of its behemoth brethren all thanks to the success of one segment of beer.
And it’s not even craft.
Instead of growing depletion numbers and rising profits from a brewery down the street, this tale instead comes from south of the border.