Benchmarking Craft Beer Cities
Prepared for:
California State University San Marcos
San Diego Brewer’s Guild
San Diego Tourism Authority
Prepared by:
Hari Dave, Jake Gueco, Cheryl Hall & Ajmel Sangha
Students, California State University San Marcos
FEMBA Program
Project Advisor:
Professor David Grooms
Benchmarking Craft Beer Cities
California State University, San Marcos
FEMBA Master’s Project, 2016
Table of Contents
1
Executive Summary ....................................................................................................................... 4
2 Methodology ................................................................................................................................. 5
3
Denver, Colorado .......................................................................................................................... 5
3.1 History......................................................................................................................................... 5
3.2 Location ...................................................................................................................................... 6
3.3 Craft beer by the numbers ......................................................................................................... 7
3.4 Local Beer Laws and Taxes.......................................................................................................... 7
3.5 Economic Impact ........................................................................................................................ 8
3.6 Craft Beer Festivals and Events .................................................................................................. 8
3.7 Marketing ................................................................................................................................... 9
4 Portland, Oregon ............................................................................................................................. 10
4.1 History....................................................................................................................................... 10
4.2 Location .................................................................................................................................... 11
4.3 Craft Beer by the numbers ....................................................................................................... 12
4.4 Local Beer Laws and Taxes........................................................................................................ 12
4.5 Economic Impact ...................................................................................................................... 12
4.6 Craft Beer Festivals and Events ................................................................................................ 13
4.7 Marketing ................................................................................................................................. 13
5 Tampa, Florida ................................................................................................................................. 14
5.1 History....................................................................................................................................... 14
5.2 Location .................................................................................................................................... 14
5.3 Craft Beer by the numbers ....................................................................................................... 15
5.4 Local Beer Laws and Taxes........................................................................................................ 16
5.5 Economic Impact ...................................................................................................................... 16
5.6 Craft Beer Festivals and Events ................................................................................................ 17
5.7 Marketing ................................................................................................................................. 17
6 Asheville, NC .................................................................................................................................... 18
6.1 History....................................................................................................................................... 18
6.2 Location .................................................................................................................................... 18
6.3 Craft Beer by the numbers ....................................................................................................... 19
6.4 Local Beer Laws and Taxes........................................................................................................ 19
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Benchmarking Craft Beer Cities
California State University, San Marcos
FEMBA Master’s Project, 2016
6.5 Economic Impact ...................................................................................................................... 20
6.6 Craft Beer Festivals & Events .................................................................................................... 21
6.7 Marketing ................................................................................................................................. 21
7 Porter’s Five Forces Analysis............................................................................................................ 23
8 SWOT Analysis ................................................................................................................................. 25
9 Conclusion........................................................................................................................................ 26
10 Recommendations ......................................................................................................................... 27
Appendix A: References...................................................................................................................... 29
Appendix B: Figures and Images ......................................................................................................... 34
1 Denver, Colorado ......................................................................................................................... 34
2 Portland, Oregon ......................................................................................................................... 36
3 Tampa, Florida .............................................................................................................................. 38
4 Asheville, North Carolina ............................................................................................................. 41
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Benchmarking Craft Beer Cities
California State University, San Marcos
FEMBA Master’s Project, 2016
1 Executive Summary
The craft beer craze is on the rise and is quickly spreading throughout the nation.
The phenomenon of people paying top shelf prices for small batch specialty beer has
been around since the 1980’s but has built up a large following in recent years. A few
cities have already established a firm grasp on the movement, but new cities are being
added to this list on an ongoing basis. We set out to determine how some of the most
well-known craft beer cities earned their elite ranking and use our findings to offer
suggestions for our local San Diego craft beer industry. We chose four cities across the
nation for benchmarking. These cities were chosen based upon beer destination
popularity across the eastern and western U.S., location in small as well as large
metropolitans, representing older well established markets and new young entrants.
The cities we chose were Denver, Colorado; Portland, Oregon; Tampa, Florida; and
Asheville, North Carolina. We determined a set of criteria for benchmarking purposes
that would have an impact on the growth of the craft beer industry. The criteria included
both direct and indirect parameters of this industry such as the amount of craft beer
production/consumption, economic impact, local and state government support, and
marketing strategies. Our analysis revealed some common features among these cities
as well as some unique features that make them stand out. The goal is to determine
what San Diego can learn from these top craft beer destinations and how our findings
can be applied to place San Diego at the top of the list of craft beer destinations in the
U.S.
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Benchmarking Craft Beer Cities
California State University, San Marcos
FEMBA Master’s Project, 2016
2 Methodology
The cities were selected so that the data gathered will be representative of the
national trends in this sector. The cities were chosen based on their popularity online,
on social media websites and published news articles. We chose a range of cities with a
mature craft beer industry (Denver and Portland) along with relatively new emerging
cities (Tampa and Asheville) to this market. A set of criteria were then applied to the
available databases to determine the factors relevant to a particular city's craft beer
growth and a successful business model. All of these cities have a strong ‘craft beer
culture’, innovative brewers and a loyal customer base willing to try local and exotic
products while looking for the ‘experience’. These cities have strong bonds between
craft brewing, tourism, hospitality industries, and local and state governments. Some of
the unique characteristics include picturesque settings, easy access to affordable
ingredients, a ‘buy local’ culture and the best walk score in the country. We concluded
that a strong craft beer centered local culture supported by government/private
enterprise with strong marketing are the keys to success in this industry. Targeted
marketing can further amplify the craft beer trend as customer profiles are honed in
through further research.
3
Denver, Colorado
3.1 History
Known as the ‘Mile High’ city, Denver has a reputation for being a mecca for craft
beer connoisseurs. The first brewery, Rocky Mountain Brewing, opened in Denver in
1859. Coors Brewing shined a spotlight on the region when it opened in 1873 in the
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FEMBA Master’s Project, 2016
small town of Golden just outside of Denver. It wasn’t until 1979 when the first
microbrewery in Denver opened; Boulder Brewing.1 The number of craft breweries has
since expanded to over 300 in the state of Colorado and over 70 in Denver in 2016.2
3.2 Location
Denver is located east of the Rocky Mountain range and has a population of
roughly 700,000 people (20th largest city in the U.S.) spanning 155 square miles. It is
known as the “Mile High” city because of its one mile elevation above sea level.
Although Denver is located near a mountain range, it is actually very flat. It is the most
populous city in Colorado and in 2015 was ranked the fastest growing major city in the
U.S. Denver is very focused on education and has the highest percentage of high
school and college graduates per population in the U.S. Denver is a nature oriented
city that features over 200 parks and plenty of things to do for an outdoors enthusiast,
from snowboarding to hiking to whitewater rafting. The plethora of outdoor activities
helped Denver to achieve the number one ranking for the thinnest city in America (less
than 20% of residents are overweight). Denver has three major sporting arenas (Coor’s
Field, Pepsi Center and the Mile High Stadium) and is also home to the U.S. Mint.
The “LoDo” (lower downtown) area of Denver is the city's center for bars, restaurants
and nightlife. It features several breweries all within walking distance. The area’s recent
redevelopment and growing number of college students makes it a popular hangout
spot.3
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3.3 Craft beer by the numbers
In 2015, Colorado ranked 2nd in the U.S. with 14.1 gallons brewed per capita for
residents aged 21 and over. They ranked 3rd in the U.S. for the amount of craft barrels
produced (1,775,831 gallons) and 3rd for the number of breweries per 100,000
residents aged 21 and older (7.3).4 (Appendix B: 1.1)The state beer tax is a modest 8
cents per gallon which is lower than most cities and creates lower overall beer prices. 5
3.4 Local Beer Laws and Taxes
Currently in Colorado, only “near-beer” that is 3.2 alcohol by volume (ABV) or
less can be sold in grocery stores. All other alcohol (most beer, wine, hard alcohol)
must be purchased at a separate store called a “package store” that are open from 8am
to midnight, Monday-Saturday. However, in September (2016) a bill was signed to
allow grocery stores to start selling all types of alcohol regardless of their ABV. The
recently signed bill allows for a two year transition period in order to help package
stores acclimate to the change.6 There is concern among many craft brewers that
instead of making a second stop to the package store for their beer, consumers will
purchase whichever beer is available at their local grocery store. The Colorado
Brewer’s Association’s President Steve Kuroski indicated that the craft beer industry
could possibly be affected in a negative way by this shift.7 He predicts that the package
stores’ sales will decline causing them to go out of business and the shelf space in the
grocery stores will begin to become very competitive. Craft breweries will have a hard
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Benchmarking Craft Beer Cities
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FEMBA Master’s Project, 2016
time competing with the big beer names for shelf space. Only time will tell how big of an
impact the new law will create.
In 2010, marijuana was legalized in Colorado which made a big impact on the
craft beer scene. Previously, empty warehouses were easy to find and inexpensive to
rent to open a brewery. However they are now being used to grow marijuana, which
has caused the rental prices to increase significantly as the inventory dropped. New
breweries have had an even tougher time in the downtown area of Denver because
developers have taken notice of the increasing population and are buying warehouses
to turn into housing.7
3.5 Economic Impact
The Colorado Brewer’s Guild sponsored a craft beer economic study done by the
University of Colorado - Boulder’s Leed’s School of Business. They found that in 2015,
craft beer had a 1.7 billion dollar impact with a 369 million dollar direct impact on
Colorado’s economy (an increase of 48% from 2014).8 Also in 2015, the study reported
that 94% of craft breweries donated to local charities.9
3.6 Craft Beer Festivals and Events
Craft beer took center stage in 1982 when the Boulder based Brewers
Association formed the Great American Beer Festival (GABF). The GABF started out
with a conservative 24 breweries and 800 attendees. The festival has grown rapidly
and has since found a permanent home at the Colorado Convention Center in Denver.
This year the GABF hosted 780 breweries who served beer to 60,000 beer enthusiasts
and gave out 286 craft beer awards.10 Denver has consistently shined at the festival by
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Benchmarking Craft Beer Cities
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FEMBA Master’s Project, 2016
being one of the top award winning cities.(Appendix B: 1.4) Denver hosts five other
non-award beer festivals and Colorado as a whole hosts over thirty.
3.7 Marketing
When visiting the city’s main website Denver.org, there is a link on the main page
to the “Denver Craft Beer Trail” which directs you to a list of the city’s popular
breweries.11 (Appendix B: 1.3) According to the popular travel website TripAdvisor,
there is no mention of craft beer under “Things to do in Denver” until you scroll to page
three to number nineteen on the list to Great Divide Brewing.12 (Appendix B: 1.5)
However if you search on TripAdvisor under “Food and Drink”, Great Divide Brewing
jumps up to number three on the list, and there is a beer tour at the number one spot. 13
(Appendix B: 1.6) The Colorado Brewer’s Guild recently began an online social media
marketing campaign. On their website, they divided Colorado into 4 beer ‘regions’,
created a craft beer video for each one and provided brewery maps and lists of local
events.14
There are three colleges in Colorado that offer degrees in beer related fields.
The largest university located in Fort Collins is Colorado State University. They offer a
Bachelor of Science Degree in Fermentation Science and Technology. 15 There are two
schools in the city of Denver that have similar programs. Metropolitan State University
of Denver offers a Bachelor's degree in both Brewery Operations and Brew Pub
Operations, as well as a Certificate/Minor in Brewing.16 Regis University, offers a
Certificate in Applied Craft Brewing.17
Denver has successfully established a link between the craft beer world and
sports fans. The famous Denver Broncos call the Mile High Stadium home and have
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FEMBA Master’s Project, 2016
welcomed craft beer into the stadium with open arms. This season, the stadium
partnered with one of the largest breweries in Colorado, Breckenridge Brewing, to
create a special one of a kind beer just for Bronco’s fans. The Orange Pale Ale
premiered in August at the Breckenridge Brewery bar located in the stadium and
featured a light beer brewed with orange juice, orange peel and Mandarina hops. 18 The
home of the Colorado Rockies baseball team, Coor’s field, offers up a variety of Blue
Moon Brewing beer for their fans to sip on. Finally, the ice hockey Pepsi Center teamed
up with Odell Brewing to brew a limited edition Session ale (low alcohol content) called
3PA for the Denver Spurs fans to enjoy during the game.19
4 Portland, Oregon
4.1 History
A German immigrant, Henry Saxer, opened Liberty Brewery in Portland (first in
Oregon) in 1852, followed soon by Weinhard brewery, started by Henry Weinhard,
another pioneer in this area.20 “These were not craft brewers21 primarily, but may have
experimented” says Edmunson-Morton, an Oregon State University archivist in-charge
of the Oregon Hop and Brewing Archives (The Oregonian, December 2015, History of
Craft Beer in Oregon). Governor Oswald West implemented state-wide alcohol
prohibition in Oregon by executive order following a ballot initiative in 1914 (Exhibit A).
The prohibition was later repealed in 1933, at which time Oregon led the world in hop
production with more than 34,000 acres in production. In 1969, Fred Eckhardt, a
Portlander, published his book on how to make lagers in your garage, sparking a
national movement to legalize home brewing. 1984 saw the opening of Bridgeport
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Benchmarking Craft Beer Cities
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FEMBA Master’s Project, 2016
Brewing Company, Full Sail Brewing Company, Portland Brewing Company, and
Widmer Brothers Brewing Company; Portland and Oregon were on their way to a craft
beer revolution.
4.2 Location
The city of Portland is located in the Willamette Valley region of the Pacific
Northwest U.S., at the confluence of the Willamette and Columbia rivers. The city
covers 145 square miles and has an estimated population of 650,000 (26th most
populous city in the United States). Approximately 60% of Oregon’s population resides
within the Portland metropolitan area. The city has been known for its liberal political
values, earning it a reputation of a bastion of counter-culture. Portland is frequently
recognized as one of the most environmentally conscious cities in the world because of
its high walkability, large community of bicyclists, farm-to-table dining, expansive
network of public transportation options, and over 10,000 acres of public parks. Its
climate is ideal for growing roses, and Portland has been called the “City of Roses” for
over a century. “Keep Portland weird” is an unofficial slogan for the city.
The city of Portland is located on the riverfront with scenic views, has a
walkscore of 100 and is called a ‘walker’s paradise’.22 Buckman and Hosford-Abernethy
are two of Portland’s brewery-centric districts measuring about 2.5 miles and home to
ten breweries-all within walking distance.23 “Part of the reason these two abutting hoods
are flush with small and independent brewers is that we Portlanders love variety in our
beer, love supporting homegrown businesses, and love to visit them by foot or bike”.
(Brian Yaeger, Craft Beer Muses)
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4.3 Craft Beer by the numbers
The craft beer industry in Oregon expanded rapidly in the 1980’s and 1990’s.
There are now a total of 228 breweries in the state (fourth in the nation).21 Oregon
produced 1,081,152 barrels of craft beer in 2015 (eighth in the nation) and 11.3 gallons
per adult, 21 years and older (fifth in the nation). Brewers association data shows that
Oregon has 7.72 craft breweries per 100,000 adults, 21 and older (ranked second in the
nation).24 (Appendix B: 2.1) The northwest has become known for its extensive acreage
of hop production. The state of Oregon produces fifteen percent of total hop production
in the U.S. This makes the availability of fresh hops within driving distance of many
breweries. The city of Portland boasts sixty-nine craft breweries within the city boundary
(population 650,000, averaging one brewery per less than 10,000 residents), and 105
breweries in the Portland metro area. (Appendix B: 2.2)
4.4 Local Beer Laws and Taxes
It wasn’t until 1985 that a small, motivated group of brewers pushed new laws
through the Oregon legislature that allowed the combination of brewing and retail sales,
a critical piece of law that shapes today’s industry. “It was illegal to have retail and
manufacturing on the same premise,” notes Brian McMenamin, who, with his brother
Michael, owns the legendary McMenamin’s chain of brewpubs and lodging facilities.
Oregon beer tax is 8 cents per gallon24 (45th state among 50).
4.5 Economic Impact
The craft beer industry has an economic impact of 1.8 billion dollars in the state
of Oregon (brewer’s association data 2015). Oregon State and Portland State
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universities offer courses in the art, science and business aspects of craft brewing.
Oregon’s breweries donated approximately $3.2 Million in product or money to nonprofit
organizations in 2015.
4.6 Craft Beer Festivals and Events
Portland hosts sixty-five beer festivals all through the year, including events such
as: beer tastings from local craft breweries, barbeque and beer events, and beer and
view (reruns of vintage movies in small cinemas where local craft brews enhance the
experience of the viewer). The Oregon Beer Awards are held once a year to highlight
Oregon craft brews as they compete with breweries nationwide in different categories
for different beer styles. These beer awards not only highlight the finest artisans of craft
brewing, but also increase the profile of Oregon beers throughout the country and even
overseas. July is the ‘craft beer month’ in Oregon.
4.7 Marketing
Craft breweries have a significant presence on social media platforms such as
Facebook, Twitter, and Instagram. The combined number of followers for some of the
breweries are: Widmer Brothers 49,000 and Bridgeport Brewing 94,500. There appears
to be a strong partnership among Portland breweries and the Tourism Authority. Local
breweries donate millions of dollars for charitable causes every year.
An unusual feature of Portland entertainment is a large number of movie theatres
serving beer. These “brew and view” cinemas usually show second-run or revival films.
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5 Tampa, Florida
5.1 History
Tampa’s beer history is much like the beer itself, where it picked off slowly, went
through a lull phase and has recently become one of the booming markets in the city
and the state. Vicente Ybor, a noted industrialist and cigar manufacturer, along with a
group of investors started the first brewery by the name of ‘Florida Brewing Company’ in
1897. When the Spanish American War began in 1898, the brewery ramped up
production, serving 30,000 troops, including Teddy Roosevelt’s Rough Riders. A boom
in sales occurred during the World War II era. In the 1940s Tampa Florida Brewery, Inc.
and Southern Brewing sold a combined total of 170,000 barrels of beer each year. From
the 1960’s to 1980’s the beer market in Tampa bay was pretty flat. The 1990’s craftbeer boom brought out a few potential in-state players, namely Ybor City Brewing
Company.25 Then, in the late 2000s, things changed. The breweries grew quickly as
talented brewers came and then left to start their own ventures in surrounding towns.
Great craft beers won more and more fans away from macro beer. In the span of five to
six years, the craft beer landscape turned 180 degrees. Today, Florida and specifically
Tampa Bay is a brewing hotbed, and any self-respecting craft beer drinker would be
well-served to add it to his or her ‘beercation’ bucket list.26(Appendix B: 3.1)
5.2 Location
Tampa is a city in the county seat of Hillsborough County, Florida, United States.
It is located on the west coast of Florida on Tampa Bay, near the Gulf of Mexico, and is
part of the Tampa Bay Metropolitan Area. According to the United States Census
Bureau, the city has a total area of 170.6 square miles (442 km 2) including 112.1 square
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miles (290 km2) of land and 58.5 square miles (151.5 km2) (34.31%) of water. The
highest point in the city is only 48 feet (15 m). Tampa is bordered by two bodies of
water; Old Tampa Bay and Hillsborough Bay. Both flow together to form Tampa Bay,
which in turn flows into the Gulf of Mexico. The current location of Tampa was once
inhabited by indigenous peoples of the Safety Harbor culture, most notably the
Tocobaga and the Pohoy, who lived along the shores of Tampa Bay. The Tampa Bay
Partnership and U.S. Census data showed an average annual growth of 2.47 percent,
or a gain of approximately 97,000 residents per year. Between 2000 and 2006, the
Greater Tampa Bay Market experienced a combined growth rate of 14.8 percent,
growing from 3.4 million to 3.9 million and hitting the 4 million population mark on April
1, 2007. A 2012 estimate shows the Tampa Bay area population to have 4,310,524
people and a 2017 projection of 4,536,854 people.27
5.3 Craft Beer by the numbers
By the end of 2015, Florida produced 1.2 million barrels of beer which is ranked
fifth in the country. Also Florida had 140 breweries at the end of 2015 which was the
tenth largest in the country in terms of number of breweries. Florida saw tremendous
growth in volume, growing by nearly ten times over the past three years and vaulting
from 100,000 barrels to over one million barrels in just the last year. The inclusion of
Yuengling Brewing, which has production facilities in Florida, was a major part of this
jump. The rise of Brew Hub, a contract craft brew firm, based in Lakeland, Florida, also
played a critical role in this surge. It appears beer is Florida's new liquid gold. 28
In the past eighteen months, craft beer has exploded in the Tampa Bay area. Florida
has emerged as the country's third-largest beer market, behind California and Texas.
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From the fewest number of breweries per capita in 2009 at one brewery per 470,000
people to one brewery per 100,000 in 2015, Florida’s craft beer industry is booming.
5.4 Local Beer Laws and Taxes
The 21st Amendment to the United States Constitution created a unique federal
and state regulatory structure whereby beer and other alcoholic beverages are
manufactured, distributed, and sold to consumers. Florida operates under such a
structure, also known as the "three tier system." Florida’s three-tier system provides that
licensees may only hold licenses within one tier of the system, either as a manufacturer,
distributor, or vendor, although Florida law permits Florida wineries to hold a license in
more than one tier. Florida Statutes provides that manufacturers of alcoholic beverages
must be licensed as manufacturers. Distributors must be licensed and may purchase
alcoholic beverages from manufacturers to sell to retail vendors only. A retail vendor
must be licensed and may sell alcoholic beverages to consumers 21 years of age or
older.29
The State of Florida imposes an excise tax on all alcoholic beverages that are brought
into the state, at the following tax rates:30 (Appendix B: 3.5)
Pints $0.06 per pint
Quarts $0.12 per quart
Gallons $0.48 per gallon
5.5 Economic Impact
Florida is number four in the nation when it comes to the economic impact of the
beer industry, a new report claims. Beer and its related industries pumped roughly
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$14.1 billion into the state’s economy in 2014, according to an economic impact study
commissioned by the Beer Institute and National Beer Wholesalers Association.
According to the study, the beer industry is responsible for 125,402 jobs in Florida and
beer consumption accounted for more than $5 billion in wages and benefits in the
state.31
5.6 Craft Beer Festivals and Events
While the locals are already bragging about hand-crafted beer and unique bars,
Tampa Bay is also the place for some great beer festivals. ‘Craftober’ is Tampa Bay’s
biggest beer festival which happens to be in the month of October and lasts an entire
month. The mayor of Tampa Bay, Bob Buckhorn, has declared March seventh to March
fifteenth as official ‘Tampa Bay Beer Week’.32 According to the Florida Brewers Guild,
Tampa Bay hosts anywhere between fifty to sixty beer festivals every year. The Tampa
Bay Brewing Company is believed to be the biggest promoter of some of the major craft
beer festivals in the Tampa Bay area, bringing people from all over the country to
Tampa Bay, Florida.
5.7 Marketing
When it comes to marketing, Tampa Bay can be considered a model for craft
beer cities for their efforts to make the city a mecca for craft beer lovers. Tampa Bay
has earned a reputation as a city to watch in the national craft beer scene. Tampa Bay’s
website includes a film produced by the Bay Crafted web campaign that last year won
the top HSMAI (Hospitality Sales and Marketing Association International) Adrian Award
in the “Complete Campaign” category. It also helped lure the 2016 Beer Bloggers &
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Writers Conference to Tampa. A third-party analysis of the $75,000 “Bay Crafted”
campaign showed it reached one million people and generated $3.2 million in new
revenue for the county. The craft beer campaign generated 11,300 additional roomnights in local hotels, according to analysis by H2R Market Research. The net return on
investment was $64 for every dollar spent, according to Visit Tampa Bay. 33
6 Asheville, NC
6.1 History
Depending on which historical reference you are reading, North Carolina beer
history dates back as far as 1774 when Single Brother’s Brewery and Distillery opened
in Salem. Craft beer enthusiasts will argue that the beer culture actually started back in
1994 when the first successful craft brewery operation, Highland Brewing Company,
opened in Asheville. At that time, there was an existing 6% “alcohol by volume” law in
North Carolina that dated back to the Prohibition days. Based on that restriction, it made
it illegal to brew or sell a significant collection of the world’s beer styles (Belgian Ales,
hoppy IPA’s, etc.).
6.2 Location
Asheville is located within the Blue Ridge mountain range and within two miles of
its downtown area there are major rivers, national parks and beautiful mountain peaks
for hiking, biking, kayaking, etc. With this diverse environment, they offer walking,
biking, pedicab and boat beer tours. One area in particular, the South Slope, is well
known for being easily accessible for walking tours of the brewery district in downtown
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Asheville. Situated besides the shops and restaurants in that area, there is also the
stadium for the local minor league baseball team, the Asheville Tourists. This venue
serves as just another way for locals and visitors alike to enjoy the local craft beers.
Asheville is almost equidistant between Miami and New York which would be ideal for
distributing product. Secondly, the south in general has a long and productive growing
season which could lend to the idea of obtaining local malt and grain relatively easier.
Lastly, the city has primary access to the North Fork Reservoir, so there is accessibility
to quality, fresh water and a lot of it.
6.3 Craft Beer by the numbers
With a total of 161 breweries, North Carolina has more breweries than any state
in the south and ranks 9th nationally. Producing 675,469 barrels of craft beer in 2015, it
ranked eleventh in the nation. In the last four years, North Carolina’s microbrew
production has increased 600 percent, to 675,000 barrels in 2015. Currently, with
twenty-seven breweries in Asheville, the city accounts for over 17% of the total
breweries in the state. At 2.2 breweries per capita (per 100,000, 21+ adults), North
Carolina ranks nineteenth nationally, while Asheville has more breweries per capita than
any U.S. city. (Appendix B: 4.1)
6.4 Local Beer Laws and Taxes
In 2005, a state bill was passed raising the “alcohol by volume” limit from 6% to
15%.34 This change opened the floodgates for Asheville to become one of the fastest
growing craft beer cities in the U.S. by making it possible for brewers to create and sell
a vastly wider range of beer.
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North Carolina employs a statewide “special revenue fund” called the One North
Carolina Fund, which provides local governments up to $3 million to recruit, expand, or
retain existing and new businesses.35 The local craft beer industry has leveraged this
funding source and provided companies such as New Belgium and Sierra Nevada
grants and tax incentives in exchange for constructing their breweries in the area. While
its tax rate for malt beverages is higher than some neighboring states (fifty-three cents
per gallon), North Carolina’s laws do provide a favorable framework that allows for
tastings and retail sales on the premises of its breweries.
6.5 Economic Impact
The recent craft beer boom in North Carolina has had a $1.2 billion impact on the
state’s economy supporting over 10,000 jobs statewide. Three national craft beer
companies have opened operations in the area in recent years; Sierra Nevada Brewing,
New Belgium Brewing and Oskar Blues Brewing. In 2015, all three were ranked in the
top fifteen of the largest craft breweries in the U.S. with Sierra Nevada and New
Belgium ranking third and fourth respectively. These moves have brought extra
attention to the Asheville area, created jobs and attracted more customers to the local
taprooms. The smaller, local brewers also now have the ability to leverage the supply
chain advantages that these larger brewers bring with them. This allows the local
brewers to buy malt, grains and hops at wholesale prices, realizing savings up to fifty
percent.
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6.6 Craft Beer Festivals & Events
Among the numerous craft beer festivals that Asheville hosts throughout the
year, the most popular ones are the Winter Warmer Beer Festival, the Brewgrass
Festival and Oktoberfest. While April is North Carolina’s official “beer month”, the single
largest craft beer event in Asheville is Asheville Beer Week which attracts brewers and
individuals from North Carolina but also visitors from out of state. In addition to these
popular events, in March of 2017 Asheville will host the first ever National Beer
Marketing and Tourism Conference.36 This conference will bring together the beer and
tourism industry leaders from throughout North America to provide opportunities for
education, discussions and networking.
6.7 Marketing
Even with minimal distribution outside of the region, Asheville has managed to
establish its reputation as one of the top craft beer cities in the U.S. Two of its most
popular breweries, Highland brewing and Hi-Wire brewing, have limited distribution but
only in the southeast. Asheville has worked hard to offer economic incentives to
brewers looking to expand and create arts and crafts districts, to build upon the current
artisanal vibe of the city. Moreover, on the state level there is strong support for the
local beer industry in general and beer tourism in particular.
On Tripadvisor, when searching the top things to do in Asheville, the sixth listing
on page one is brewery tours. (Appendix B: 4.3) Furthermore, there are five brewery
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tours that are listed amongst the top ten tours in Asheville. (Appendix B: 4.4) Asheville’s
small town breweries have to make it easy for customers to come by due to the fact that
they have a smaller pool of people to draw in as compared to the larger cities. They
have placed an emphasis on collaboration and marketing together as an “ale trail’,
which has proven to be successful.
Asheville currently has two educational institutions offering degrees or certificates in
brewing, distillation, and fermentation. North Carolina as a whole has a total of twelve
total programs including one at the Sheppard Brewing Lab at North Carolina State
University.
Asheville has also leveraged some of their local events to promote the industry.
They have successfully integrated the beer culture into activities such as yoga, live
concerts, bottle releases, beer and food pairings and beer education. They have
partnered with local radio stations in promoting local beers during picnics, luaus,
breakfasts, promotions with the local minor league baseball team, BBQ competitions
and even 5k runs. They have also partnered with the local hoteliers and car rental
companies to provide special deals during the major beer events in the city.
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7 Porter’s Five Forces Analysis
We analyzed all four cities using Porter’s Five Forces to study the competition new
craft breweries face when entering the market.
1. Threat of New Entrants Low to moderate
● The threat of new entrants is becoming higher as the markets become
saturated with more established craft breweries, however, the barriers are not
high enough to discourage new enterprises to open new businesses.
● The sales tax per gallon of craft beer remains quite low for some states.
Craft Beer: Barriers to Entry
2. Threat of Substitutes High
● Craft beer has a number of substitutes including domestic big beer, imported
beers, and other alcoholic beverages including wine, liquor, and other mixed
drinks.
● Substitution of craft beer from other cities in the state and out of state craft
breweries are a threat.
● Craft beer being more expensive opens the possibility for substitutes.
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● Marijuana is legal in some states and has the potential to draw attention away
from craft beer.
3. Bargaining Power of Buyers: High
● Due to the small number of craft breweries, it is difficult for the craft breweries
to have significant bargaining power with the beer distributors.
● Retailers like to see a proven sales record of a given craft beer before
stocking it on their shelves. It makes it difficult for a new brewery to enter a
market which has previously established craft brews.
● State laws limiting where and when beer can be sold.
● Many distributors have long-term agreements with some of the national
brands, making it difficult for a small craft brewery to develop a business
relationship with these distributors.
4. Bargaining Power of Suppliers: Low to moderate
● Due to a large number of craft breweries, the bargaining power of each
brewery remains low to moderate.
● Craft beer ingredients including malt, hops, and water are considered easily
available commodities.
5. Rivalry Among Existing Craft Breweries: Moderate to high
● Initially, there was a lot of collaboration among craft brewers, however, rivalry
has increased as more and more craft breweries have come online.
● The competition comes from local breweries, other breweries in the state, as
well as out-of-state craft breweries.
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8 SWOT Analysis
We completed a SWOT analysis of all four cities to determine the internal and
external factors that affect craft beer breweries in the cities
Strengths
 Surroundings/natural environment

Government and state assistance

"Community" based and integrated

Supply chain advantages for ingredients/supplies

Availability of quality, fresh water

Decreased “red tape” for new entrants to market

Continued consumer demand for new types/style of beer

Contributions to local charities

Growing populations
Weaknesses

Small city - small customer base

Limited national exposure

Limited national distribution

Extreme weather seasons

Limited retail/brewing space availability

Rising costs of rent
Opportunities

Ability to leverage the longer local growing and harvesting season

More national exposure - large conferences and festivals
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
Limiting bottling, forcing consumers to visit the brewery

Brewery memberships offer an ‘elite’ status and loyalty to the brewery
Threats

Becoming too big too fast

Oversaturated with competitors

Too many big beer companies invading their area and pushing smaller craft
brewers out of the market or purchasing them

Growth of parallel industries (marijuana)
9 Conclusion
We found that there are several factors that the four cities have in common but
also some unique characteristics that make them stand out in the craft beer world.
What they have in common is all four cities have aligned their interests with the local
tourist authority and have joined together to market craft beer outside of the city. There
are a few key takeaways that San Diego can learn from to become a top craft beer city.
Denver has a long craft beer history and is well established. They are the host to the
largest and most well-known beer awards festival in the U.S. They have successfully
developed a partnership with the three major sporting arenas and offer collaboration
craft beers made specifically for the sports teams. Colorado has three universities that
offer college degrees in brewing or fermentation. Portland has a close-knit brewery
culture located within walking distance of each other. Oregonians take pride in “buylocal” and prefer craft beer over big national brands. They have a unique “brew view”
experience combining the taste of vintage films with local craft beer in the setting of old
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cinema halls. Two universities offer college courses in the art and science of craft
brewing. Tampa Bay seems to be targeting the millennial generation by running the
‘Visit Tampa Bay’ campaign which tells the story of Tampa Bay’s craft beer scene
through: a standalone website, a station on Pandora, a video featuring brewers and
beer fans of Tampa Bay's craft brewing, and craft beer events in Orlando and Miami
promoting Tampa beer brands. Asheville continues to work its way up the craft beer
hierarchy receiving strong support from local and state governments. The local craft
beer movement works very closely with tourism authorities to promote beer tourism in
the area, as evidenced by the city hosting the first National Beer Marketing and Tourism
Conference. Combined with its artisanal vibe and natural beauty of its surroundings,
Asheville provides a unique experience that other cities struggle to match. The craft
beer industry in Asheville has helped to promote a collaborative, community-focused
culture which builds strong relationships within the city and should allow for continued
growth for years to come.
10 Recommendations
Our recommendations for the San Diego Brewer’s Guild
● Develop a stronger relationship with the local tourism authority
● Create an online marketing campaign with videos highlighting the breweries
● Advertise how much local breweries give back to the 586.community
● Host a craft beer related convention/conference
● Organize a U.S. beer competition and festival
● Educate local universities about the potential of a degree in a craft beer related field
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● Encourage Qualcomm stadium and the Valley View Sports Arena to start serving
craft beer, using Petco Park’s success as an example
Further research is needed both in techniques of improving quality and freshness of
craft beer as well as refining customer profiles and targeted marketing efforts. We
believe that such research can best be accomplished in academic settings such as
California State University San Marcos. Public-private partnerships can help the region
succeed in becoming the preeminent craft beer mecca in the nation; ‘Napa Valley of
Beer!’
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53. Sedacca, Matthew. (2016). Government Tax Cuts And Incentives Are Driving Craft Beer's
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Appendix B: Figures and Images
1 Denver, Colorado
1.1 Colorado Craft Beer Statistics 2015
1.2 Map of Denver breweries (red) and brewpubs (blue)
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1.3 Link to the Craft Beer Trail on the Denver City website
1.4 List of the eight craft beer awards won by Denver breweries at the Great American
Beer Festival in 2016
1.5 Great Divide Brewery at spot number sixteen on the TripAdvisor website
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1.6 Denver Microbrew Tour at spot number one on the TripAdvisor website
1.7 Denver Craft beer search trends (Google Trends)
2 Portland, Oregon
2.1 Oregon craft beer statistics, 2015
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2.2 Map of Portland breweries (red) and brewpubs (blue)
2.3 Portland Craft beer search trends (Google Trends)
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3 Tampa, Florida
3.1 Florida craft beer statistics, 2015
3.2 Map of Tampa breweries (red) and brewpubs (blue)
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3.4 Tampa Craft beer search trends (Google Trends):
3.5 Effectiveness of Tampa’s craft beer marketing
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3.6 Map of the US showing the beer taxes in each state
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4 Asheville, North Carolina
4.1 North Carolina craft beer statistics, 2015
4.2 Map of Asheville breweries (red) and brewpub (blue)
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4.3 Top things to do in Asheville, Tripadvisor
4.4 Top tours in Asheville, Tripadvisor
4.5 Asheville Craft beer search trends (Google Trends)
42