Perhaps the largest craft brewery to be putting all their eggs in the “lager” basket
by Dave Marks
According to the Brewers Association, craft beer made up nearly 13% of the beer industry in 2016. That is an estimated 23 billion dollars in retail worth, which is especially impressive when you consider that craft beer was less than 5% of the market back in 2010.
Founders Brewing has grown exponentially, producing 450,000+ barrels in 2017 compared to just 24,501 in 2010. A small portion of that is made up of their small-batch beers, but a whopping 70% is one beer: All Day IPA, a beer that didn’t even exist in 2011.
In 2012, they invested in a trend. They predicted that the need and desire for an “easy-drinking” session IPA would spike. So they put their eggs in that basket and watched it take off. All Day is now right beside Sierra Nevada Pale and Brooklyn Lager in almost every beer store and grocery store in the nation, which is no small feat.
Fast forward to 2018: We are all getting tired of IPAs, or at least that is what everyone is predicting. The beer industry has been catering to the consumers’ desire to drink all things hoppy while, at the same time, patiently waiting for the trend to change.
Is 2018 the year? Is this the year that everyone jumps ship and says “I think I just want a nice, refreshing, easy-drinkin’ pilsner” to their bartender? That is what Founders is banking on. Solid Gold will tap into an old genre with a new approach. The snappy, crisp, light malt lager will appeal to craft drinkers who seek quality. At the same time, this “premium lager” has potential to reach the mass-market drinker.
What this means for Provisions: Founders Solid Gold will sit on our shelves next to Budweiser and PBR. 15-pks will run $13.49 and 6-pks for $5.99 (same price as Budweiser). It will likely be one of the best sellers of the warmer months, and we encourage you to give it a try! Come by the shop, we’ll crack a can.