Sei sulla pagina 1di 3

Evaluated Work Cited Swinnen, Johan. The Economics of Beer. New York: Oxford University Press, 2011.

Print Swinnens book as whole focuses on the economics of the beer market, I am drawing mostly from chapter 8 in the book which deals with the recent developments of craft beer in the US beer market. In this chapter Swinnen talks about the rising number of craft brewers in the US and the falling number Macrobrewers a term which he defines in the chapter. The numbers he used to back up his claims did not come as much surprise to me because Charlotte alone is on its way to being home to 7 microbreweries without a single macrobrewery. Swinnen also makes the claim that because of a rising affluence in the US consumer these craft beers that are seen as a higher end good are seeing an increase in demand. This was surprising to me because I thought we were still in a recession especially in 2011 when his book was written. Swinnen also goes on to mention some of the advantages that craft brewer have such as being located closer to customers which decreases shipping costs and increases the freshness of the product. He discusses a lot of factors that are behind a rise in craft beers market share. This is best source I have found so far, it is a full on textbook about the beer market. This was I have read that mentions the irony of microbrewers that as they become successful they are no longer a real microbrew. This the first article to speculate on the future of the craft beer market. A lot of articles I have found acknowledge a rise in popularity but none of them look at the future of craft brewing.

This is a credible article because the author Johan Swinnen according to an article I found on him is an accomplished economist with a PH.D from Cornell University. Swinnen was Lead Economist at the World an Economic advisor at the European Comission. According to articles he has consulted for several different economic organizations. He is a professor of economics at the University of Lueven. He also serves as the President of the Beernomics Society.

Williams, Jeremy, dir. Craft Beer- A Hopumentary. Dir. Phil Schulz. Jeremy Williams, 2013. Web. 25 Mar 2014. <http://www.youtube.com/watch?v=ETnlrYq7btE>. This documentary focuses on the people involved in the craft beer scene. They interview brewery owners, brewpub owners, a beer store and a beer bar owner, as well as a homebrewer. The documentary looks at the challenges and successes these people are facing thanks to an explosion in the craft beer scene. The interviews discuss changes in the beer market from the 70s where craft beer was virtually nonexistent to today where the scene is exploding with over 2,000 craft breweries in the US.

This source will be helpful to me because the people being interviewed are directly involved in craft beer. Most of the articles I am finding are people on the outside looking into the scene. This documentary is different because it is focused on people who make a living through craft beer, a unique perspective compared to journalist or a consumer. The credibility of this documentary comes from the people being interviewed in it. The interviewees include Ron Lindenbusch, the owner of Laguintas Brewing Company, Robin Biles a senior bartender at Zeitgeist beer bar, Beth & Craig Wathen from City Beer Store, and a few others. "Craft Brewing Statistics." Brewers Association; A Passionate Voice for Craft Brewers. Brewers Association, 18 Mar 2013. Web. 25 Mar 2014. <http://www.brewersassociation.org/pages These articles look at the numbers of craft brewing from the number of barrels sold by craft brewers to the number of breweries. Also the articles define all of the market segments. Which has been useful in my understanding of this subject, I always thought of a microbrewery as a brewery that makes a high quality beer but it actually is a brewery that produces less than 15,000 barrels of beer a year and sells 75% off site. It also has shown me the difference between a microbrewery and a brewpub that is a restaurant-brewery thats more than 25% of its beer on site. This page corroborates with other articles that there is a continuing growth in the craft beer market This article is useful to me because it has given me a better understanding of the vocabulary that I am coming across in many of the articles I am reading. It has also provided me with a handful of statistics that would have been otherwise hard to track down. This source is a credible resource because it is an organization that has existed since 1942 and has over 4,300 members today. It exists today to Promote American craft brewers, their beers, and the community of brewing enthusiasts their purpose from their website. Risen, Clay. "Goodbye, Goose Island: The Rise of a New Era in Craft Beer." Atlantic. 14 Apr 2013: n. page. Web. 25 Mar. 2014. <http://www.theatlantic.com/health/archive This article is about the purchase of Goose Island Beer Co. by Anhueser-Busch. It is focused on the impact the popularity of craft beers is having on major brewers. It talks about the advantages for microbreweries to align with Big Beer such as a larger distribution network and improved equipment. Again this article agrees that craft beers

share of the market is increasing but this time the focus is on big beers impact on the craft beer industry. This article is useful because most of the information I have found focuses solely on the craft beer industry which is only part of the beer market. While this article looks at how the two components of the beer industry interact with each other. Although this is the first purchase of a major microbrewery by an industy titan and it does necessarily indicate a trend in the market. This article was written by Clay Risen a contributor to The Atlantic magazine and an editor for The New York Times. He is also the author of A Nation on Fire: America in the Wake of the King Assassanation. Thompson, Derek. "Why Are American Drinkers Turning Against Beer?." Atlantic. 5 Aug 2013: n. page. Web. 25 Mar. 2014. <http://www.theatlantic.com/business/archive/2013/08/why-are-americandrinkers-turning-against-beer/278370/>.

This article in The Atlantic Magazine looks at a the decreasing popularity of beer compared to other alcoholic drinks in America. It breaks it down into demographics showing that among youth and nonwhite drinkers that there has been a sharp decline in the popularity of beer. This is a contrast to the other information found in my search. While most of my research shows a increase in popularity of craft beer it does not mention anything about the declining popularity of beer as a whole. Citing that the increased presence liquor ads have been effective in drawing in drinkers. The fact that over time tastes change and that as Americans learn more about health they are shying a way from the heavy calories of beer in favor of lower calorie beverages. The Author of this article is Derek Thompson a senior editor at the Atlantic. His articles focus on economics and labor markets.