![]() The most common format was, of course, cans-12oz, 16oz, hand labeled, pressure sensitive labels, shrink wrap labels-whatever you could get your hands on. This sparked a mad dash for breweries to get beer into packaging as fast as possible. When the full weight of COVID-19 hit in March 2020, taprooms across the country were shut down. Then, to round this out, we’ve tapped eighteen industry experts to tell us what they’re seeing to provide context from a variety of angles on what’s shaping craft beer today (and tomorrow).įolks, there’s light at the end of this tunnel. ![]() We’re going to explore three core areas: trends driven by COVID-19, major industry trends and visual (branding and package design) trends. With the stage now set for this year’s beer branding trends review, we’re going to spend more time looking back (over the last year) than we typically do because it provides context for what we’re seeing right now and what we could see over the next few years. Breweries are investing in their business and their brands-and that’s a great sign for the future. And the Craft Beverage Modernization and Tax Reform Act (CBMTRA) passed, locking in a lower excise tax rate that will save craft brewers an estimated 80 million dollars per year. And with COVID-19 vaccines becoming more readily available, the entire world is about to open back up and party. The forecasted reckoning (up to 45% of craft breweries predicting that they wouldn’t make it to the end of 2020) hasn’t happened. “Channel shifting.” An exciting acceleration of some trends was quickly tempered with an existential fight against nihilism as we, at times, literally watched the world burning. The entire industry went into survival mode, triaging portfolios and diving headlong into direct-to-consumer sales. A run on aluminum cans has some manufacturers forecasting into 2023 for supplies to return to normal. On-premise sales evaporated overnight in early March and still haven’t meaningfully recovered. There’s nothing I can write that can adequately sum up what’s happened to the world, or the beer industry, since COVID-19 fully landed in America last year.
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