The Cult of Craft Beer: A Lesson in Loyalty

As I write this, I’m jonesin’ to head down to Rustico (a DC area establishment) for an event they’re hosting this evening. It sounds fairly mundane, but they’re tapping a keg. They probably tap hundreds of kegs in a week, so what’s the big deal?

Tonight they’re tapping Bell’s HopSlam.

HopSlam is one of many craft beers that has poured its way to cult status. Rustico will be slammed tonight because 1. Rustico is known to serve up a great craft beer selection, and 2. Did I mention they’re tapping HopSlam? It’s not even the cultiest of craft beers. Take a few examples: The Alchemist has people from all over making pilgrimages to Vermont to get their hands on the brewery’s Imperial IPA, Heady Topper, and with a half-mile long line of people waiting outside in the cold, Three Floyds Brewing Co. of Indiana sells its entire limited batch of Dark Lord in one day. The cult of craft beer has been around for a few years, but it’s now hitting its stride.

With that cult comes people that are pretty serious about their beer and their loyalty to independent craft breweries. Back in college, my professors (hat tip to Dr. Coolsen) often cited brands like Harley Davidson and Apple for the loyalty they’ve established. I’d venture to say craft beer is now on that level, if not above it, and there are two basic reasons why:

• Quality. Bud, Miller and Coors beers are made using rice or corn as adjuncts to the original ingredients (water, yeast, malt and hops)(via). Not to mention, the freshest beer comes from the taps at your local brewery.
• Choice. Bud vs. Bud Light is not a choice. Hefeweizens, IPAs, sour ales, imperial porters and beyond? Now that’s choice.

Most well-established craft breweries combine these two variables to create a product that people are crazy about. Craft breweries offer something different than the “American-style pale lager” that Big Beer provides, and people remember that craft breweries offer the quality and choice that they want so they stay loyal and keep coming back.

Over the past few years, Big Beer has seen the inroads that craft competition has made in the market. At first they tried offering their own takes on craft style beers, but most drinkers who knew any better didn’t go near them. Over the past few years, they’ve taken a new strategy: if you can’t beat em, buy em. In 2011, InBev bought Chicago’s Goose Island Brewing Co. Last week, they bought Long Island, NY’s Blue Point Brewing Co. I took to Blue Point’s Facebook Page to see what the general sentiment was and saw this:

In between the few rare beer snobs and “sellout” complaints, there were loads of positive comments backing up the decision on just one term: keep making the beer we love!

The conclusion I wanted to write was a “stick it to the man,” never compromise no-matter-what Craft Beer or Die manifesto. But that’s not what I see. What I see is loyalty through it all and the same open minds that started people on their craft beer craze to begin with. People are staying loyal to their favorite brewery’s decisions and the beer they make until they can taste the difference. Whether it’s a Harley or a Mac or a Blue Point Beer, the loyalty starts and ends with the product. Until that product becomes less satisfying, we’ll remain loyal.