
Author Michael Pollan makes the keynote address during last week’s Craft Brewers Conference in Denver. (Photo: Chris O'Leary)
At this point, the story is familiar. As Brewers Assocation director Paul Gatza and economist Bart Watson presented their annual State of the Industry Report at the Craft Brewers Conference in Denver last week, the drum-beating about craft beer’s continued growth was deafening. With double-digit growth in the craft segment for the last four years, it’s easy to imagine that the Brewers Association’s stretch goal - 20% market share of all beer volume by 2020 - is achievable. But the industry stands now at 8% market share, and there are noticeable hurdles to overcome before craft beer can reach a tipping point where it’s a part of the American mainstream.




