New Craft Beer
New craft beer is a growing category that offers a broad range of flavors, styles and ingredients. Its rapid expansion has fueled the craft brewing movement and made taprooms the hub of the American beer experience, but it’s also creating a lot of confusion for consumers.
Breweries are experimenting with new ways to make beer that’s not dependent on hops. Bioengineered yeast strains are bringing new tangy fruit aromas to traditional ales and lagers. Omega Yeast in Chicago developed the “thiolized” Cosmic Punch strain, which helps yeast create scents of guava and passionfruit.
The growth of new craft breweries is fueling the global beer industry, which has been experiencing an unprecedented change in its structure and its relationship with consumers. This phenomenon is not only important for those interested in the history of beer but also for those who study industrial organization, institutional change and economic development.
This new wave of small and medium-sized breweries is fueling a consumer revolution that has made them wealthier, more knowledgeable about the beer they drink and more adventurous in their taste. Moreover, this change is affecting their consumption preferences, as they seek beers that are typical of the territory of production and arouse the senses of pleasure, enjoyment, identity and recognition (Donadini et al., 2016, 2017).