The Year of the Lager has been predicted for decades, and it is finally coming true. And the timing couldn’t be better. Drinking habits continue to shift and younger audiences are increasingly embracing moderation or even alcohol abstinence. The craft beer industry finds itself at a crossroads. After decades of solid and sometimes explosive growth, craft beer faces both a challenge and an opportunity.

Lager, with its approachable strength and depth of flavor, is uniquely positioned to thrive in this environment. And while craft lager comprises a small fraction of the beer market, it has never been more popular or relevant. Today we’re going to explore how to reframe and sell lager for audiences who value balance, flavor, and authenticity, in a moment when many aren’t reaching for a pint.

For more Drink Beer, Think Beer check out All About Beer.

Sponsors

Dogfish Head Craft Brewery
Calling all hop heads! Dogfish Head’s 60 Minute IPA is a fantastically hoppy India Pale Ale that’s beautifully balanced thanks to their unique continual hopping method. Delivering a pungent hop flavor that isn’t crushingly bitter, 60 Minute is continually hopped throughout the boil for a full 60 minutes … starting to see where the name comes from?! Check out dogfish.com to learn more and to find some 60 Minute near you! Dogfish Head Craft Brewery, Milton, DE. Please drink responsibly.

Stomp Stickers
Stomp Stickers is a proud member of the Brewers Association that produces a wide variety of printed brewery products such as beer
labels, keg collars, coasters, beer boxes and much more. Stomp’s website features an easy-to-use design tool, low quantity orders, fast turn times, and free domestic shipping. Visit StompStickers.com and use code FIRSTRUN for 15% off your first order.

Host: Andy Crouch

Guests: Todd DiMatteo, Blake Tyres, Greg Engert

Sponsors: All About Beer, Stomp Stickers, Dogfish Head

Tags: Pours, Lager, Octoberfest, Pilsner

Photo: Andy Crouch

Selling Lager in the Age of Moderation