Despite craft beer’s sustained, double digit annual growth, people
love to bring up the possibility that the craft beer market teeters on the
brink of outgrowing itself. I hear many people use the word “saturation” as
they sagely nurse their third beer. “There’s too many breweries in Michigan,”
they say. “No market can sustain double
digit growth forever. At some point,
these little start-ups will begin cannibalizing their own market.” Then these people – who I assume mean well –
go back to the beer that didn’t exist six months ago because the brewery wasn’t
even built yet.
The myth of the saturated market has been around...
Posts
