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Dogfish Head’s Slightly Mighty IPA contains 95-calories and aloof 3.6 grams of carbs.
Last April, I asked Dogfish Head architect Sam Calagione what added ability brewers should apperceive afore introducing a beer artefact for health-conscious consumers.
His reply? “Come up with your own f*ckin ideas,” he said half-jokingly.
The somewhat arresting attributes of his acknowledgment was understandable. A few months earlier, Dogfish Head had apparent its latest addition — a 95-calorie IPA alleged Slightly Mighty — and Calagione apparently capital some time to authorize a market-leading position in a beginning low-calorie ability beer segment.
That’s not to say that added beer companies hadn’t already approved to address to calorie-conscious consumers. Low-ABV articles like Founders All Day IPA had been on the bazaar for years, but those “session” offerings were never complete with the ambition of abbreviation calories. (All Day IPA contains 140 calories.)
Never one to archetype and adhesive addition ability brewer’s ideas, Calagione accomplished his architect on a abundant beyond opportunity. By his count, Dogfish had a adventitious to cut into almost 10 actor barrels of aggregate that Anheuser-Busch InBev endemic with its Michelob Ultra brand, a berserk accepted best amid fettle fanatics and drinkers attractive to abstinent consumption.
“The alive affairs amplitude in alcoholic cooler is on fire,” Calagione afresh told me, acquainted that his ambition with Slightly Mighty was to actualize a 95-calorie advantage that tasted and smelled like a full-flavor IPA, but was absolutely altered from its “session” predecessors.
Dozens of low-calorie ability beers — abounding of them IPAs or hoppy anemic ales — accept emerged over the aftermost year. Notable examples accommodate Monday Night Brewing’s 90-calorie Lay Low IPA, Firestone Walker’s 96-calorie Flyjack bleared IPA, Deschutes Brewery’s 100-calorie Wowza! bleared anemic ale, Bell’s Brewery’s 110-calorie Light Hearted IPA, and Harpoon’s 120-calorie Rec League bleared anemic ale, to name a few.
According to bazaar analysis close Nielsen, the cardinal of ability beers with “light” or “low-calorie” claims on packaging added 37% over the 52-week aeon catastrophe January 25, 2020. There are now 118 altered “low-calorie” ability beers actuality awash off-premise, the close shared.
So what’s active so abounding baby breweries to about-face their focus against the lighter ancillary of the beer market?
I asked a cardinal of brewery owners and admiral for their thoughts on this arising articulation aural craft, and about all of them acicular to alteration customer preferences as the primary acumen why they’re advance in the development of low-calorie ability brands.
“As consumers become added invested in their own wellness, they appetite bubbler options that can accompaniment a convalescent lifestyle,” Harpoon Brewery cofounder and CEO Dan Kenary told me. “It’s alone analytic that brewers appetite to accommodate options for these consumers who are added calorie and all-embracing bloom conscious.”
For his part, Scott Hansen, the cofounder of South Carolina’s East Island Brewing, which makes Island Coastal Lager and is rolling out an 88-calorie Michelob Ultra amateur alleged Island Active, said the broader customer packaged appurtenances industry has been focused on creating “better for you” articles for years.
“Beer is artlessly aggravating to bolt up,” he said.
Braxton Brewing’s Hop Fit IPA contains 100-calories
Jake Rouse, the cofounder of Kentucky’s Braxton Brewing, which appear its own 100-calorie IPA alleged Hop Fit beforehand this month, concurs. He believes that ability breweries accept “ignored the arising trends of bodies aggravating to alcohol in moderation.”
“As the absolute ability beer class continues to seek opportunities for growth, there’s no agnosticism that brewers are attractive for means to go afterwards that Ultra drinker and conceivably accompany them into the ability family,” he said.
Indeed, abounding ability brewers I polled said they accept witnessed the success of Michelob Ultra and anticipation about means they could address to those drinkers.
“As with any customer trend in the beer space, I anticipate abate breweries are acute to ask ‘What does this acquaint me about my consumer, and am I in a altered position to action them article that addresses that need?’,” said Monday Night Brewing cofounder Jeff Heck.
For his part, Firestone Walker cofounder David Walker said that “all the mega trend abstracts shows a perceived bloom and wellness bias,” and that it “makes sense” for ability brewers to aftermath beers that “align” with the trend.
A growing cardinal of baby breweries are authoritative low-calorie ability beers
All of this begs the catechism — can a aggregate accumulation of ability brewers auspiciously cut into Michelob Ultra’s assertive bazaar position?
“With so abounding breweries now arena in this space, I wouldn’t be afraid to see added allotment accepted against craft,” said Kenary. “As added options become accessible – decidedly from ability breweries who are authoritative agnate styles with premium, high-quality capacity – consumers become added analytical about aggravating altered brands and bazaar allotment starts to splinter.”
Heck agrees, and said he believes the low-cal trend is “here to stay.”
“The catechism is how big it will become over time,” he said. “If we can accord consumers innovative, aged ability options that accept the aforementioned bloom contour as the macro options out there, I anticipate we accept a acceptable adventitious at owning a cogent block of the category.”
However, the success or abortion of these brands will ultimately be bent by how able-bodied abate companies are able to acquaint their belief and assassinate on things like marketing, appraisement and artefact quality.
“Once a brewer can bout affection and branding, they accept a acceptable attempt at the aforementioned consumer,” Walker explained.
For his part, Neal Stewart, Deschutes Brewery’s administrator of sales and marketing, believes it is “completely reasonable” to anticipate ability brewers could collectively abduction 10% of Michelob Ultra’s share, or about 1 actor barrels.
If that happens, you can apprehend to see a lot added of these low-calorie options agriculture up at your bounded canteen shop.
“People absolutely appear in and ask for these products,” said Kay Young, the buyer of Ability Beer Cellar in Braintree, Massachusetts. “It’s nice to assuredly be able to accord them what they’re attractive for.”
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