The Chicago Tribune reports this morning that craft beers, like our own Goose Island brews, have not suffered a dropoff in sales during the recession, unlike the (ahem) "flagship beers" most people consume:
Some of the industry's biggest brands lost their fizz during mid-summer, which is prime time for beer. Bud Light, the nation's best-selling beer, saw a rare sales revenue decline, 3.8 percent, during the four weeks ended Aug. 9, according to Information Resources Inc., which tracks sales in conventional supermarkets and convenience and drugstores.
Isolate the small-but-fast-growing craft sector, which makes up about 5 percent of beer sales, and the story is different.
Craft sales volume as measured in barrels increased 5 percent during the first half of 2009 compared with the same period in 2008, according to the Brewers Association, a craft beer trade group. That's down from a 6.5 percent increase a year ago, but still strong given the weak economy, analysts say.
Too bad the Trib didn't have an economist look at this. I'm not an economist either, but I think one could come up with a good explanation, along the lines of lower marginal consumption costs for craft-beer drinkers, and lower price sensitivity in general at higher levels of quality. In other words, people like me don't care about spending an extra 50c per beer for significantly higher quality, because we're after a good-tasting drink, not a cheap buzz.