The Craft Brewers Conference is making its triumphant return this week in Denver, Colorado. Last year’s conference was canceled at the last minute due to the Covid-19 pandemic, and in fact 2021’s conference itself was delayed for six months.

The three day event, which rotates between cities, will run from September 9 through 12. Billed as America’s largest craft brewing industry gathering, the conference includes educational lectures and seminars, roundtable discussions, a trade show, and other events specifically tailored to craft brewers.

The annual event is hosted by the Brewers Association, which is based in Boulder, CO. The event focuses on current hot button issues facing brewers, including business, technical, and social issues – and of course hard seltzer’s place in the industry.

The CBC was last held in April of 2019. Since then, the drinks industry – and the world itself – have changed dramatically. Way back in the spring of 2019, the Summer of White Claw, and the infamous White Claw shortage that followed – were still months away.

Prior to 2019, visiting a craft brewery likely meant you would be tasting some new brews. Maybe the brewery would feature a fun, funky seasonal offering or a strong, hoppy IPA – but you were unlikely to see many options beyond beer itself, and a non-alcoholic brew was unlikely.

If you were looking for a gluten-free option or beer alternative, you could try a hard cider – maybe, if the brewery offered such a luxury.

Since April of 2019, hard seltzer has exploded in popularity, thanks to early pioneers like White Claw, Truly, and Bon Viv. Brands big and small alike have scrambled to release their own spiked and sparkling waters.

Today’s trip to the brewery could include gluten-free and NA beer in addition to a spiked seltzer or even hard kombucha. As new segments continue to expand available beyond beer options, craft brewers are diversifying their options in order to stay relevant.

In addition to hard seltzers, ready-to-drink (RTD) premixed cocktails have also exploded in popularity, particularly since the start of the pandemic 18 months ago. Canned wines are also on the rise.

These new trends are reflected in the craft brewing industry. Breweries are expanding their portfolios by experimenting with making wine and spirits, or adding vineyards and distilleries to their facilities respectively. Some breweries are even starting to play with cannabis infused beverages.

While the beer segment continues to lose sales to its alcoholic alternatives, many craft breweries are meeting the moment by expanding their own offerings. Whether it is a hard seltzer, boozy kombucha, a wine spritzer, or canned RTD, brewers are offering innovative new beverages,  Beyond Beer.

The rise in popularity of hard seltzers, RTDs, and other beer alternatives represents perhaps the biggest change to the beverage alcohol industry to occur since the last CBC was held in April of 2019. This year’s conference showcases the strength of the segment within the craft beer world.

Erin Grafton
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