Beer can punch your pallet harder than Muhammad Ali or dance delicately down your throat like a ballerina. Yet, over 85% of the American beer market consists of relatively identical products. America’s preference for generic bland-tasting beer was established not from skilled business practices or resourceful marketing; instead, it was the result of social trends and historical events, such as Prohibition and the Temperance Movement. Within the last several decades, the U.S. beer market has become concerned with advertisements that promote similar products, rather than research and development for new ones. The average American beer consumer is unaware of many beer styles and varieties, ...view middle of the document...
In response to commercial gimmicks by craft beer manufacturers, which have tried to brand light beers as tasteless, plain, and boring, some consumers are seeking better beers for their social drinking. Craft beers, in some ways, are strong rivals to light beers, which are most Americans’ default choice, because they offer something not familiar to consumers. Craft beer is like the new neighbor on the block, the one with all of the latest and interesting gadgets everyone wants to try. The strengths of light beer can easily be portrayed as old, which can appeal to some consumers, especially younger audiences.
Although craft beer has made a substantial growth in the last decade, craft beer in general has yet to put a dent in the minds of average American citizens. Craft beer has also failed to educate the general public in regards to beer styles and varieties, because, in large part of, various anti-beer trends throughout U.S. history. Through four interlaced anti-beer trends, American Beer drinker’s palate have been permanently shifted. First Prohibition, Second
Historically, the first anti-beer trend that stimulated light lager consumption as well as the general the elimination of style and varieties in America can directly be linked to national Prohibition. “Prohibition, or “the Noble Experiment,” refers to the period between 1919 and 1933 when the sale, manufacture, and distribution of alcohol were illegal in the United States.
Although U.S. prohibition only lasted for 14 years, the entire nation perception of beer had been changed forever. During Prohibition, most brewing cultures in America were ravished. Pre-prohibition, many local pubs and breweries resembled those of the United Kingdom and Germany. Most breweries closed during this time, “Of the 1,392 brewers in operation before Prohibition, only 164 remained afterward” (Peck). The remaining 164 breweries were able to stay open through other skilled trades. With business and competition being what it is in the US, the large breweries gained more and more market share largely selling American pale lager, an offshoot of pilsner.
Bamforth, Charles W. Beer: Tap into the Art and Science of Brewing. New York:...