SEATTLE - While much buzz has been made about craft beers that venture into exotic, extreme flavors and potencies, a rise of "sessionability" beers ?" those that allow greater consumption without getting (as) drunk ?" is taking shape, which is attracting a broader base of consumers.
"A lot of the breweries are coming out with really sessionable beers ?? because I think they are recognizing that if they want to grow their share, if they do want to double it or triple it, they are going to have to make those 'bridgeway' beers to bring more drinkers into the fold," said Jennifer Litz, editor of Craft Business Daily.
Craft is beer??s fastest-growing segment, with sales up 12 percent in 2010, compared with an overall industry decline of roughly one percent last year, according to the Brewers Association.
While some crafts have pushed the alcohol content envelope in recent years ?" Hellhound weighs in at 10 percent ABV, and Flying Dog Brewery produces a Belgian-style IPA that exceeds eight percent ABV ?" some in the industry are saying enough is enough.
"There's a myth that high-quality needs to be wrapped around high alcohol and that's just not the case," said Chris Lohring, an 18-year veteran of the craft industry.
MillerCoors CMO Andy England said people will drink more of lower-alcohol beers, quoting a company survey that revealed the average mainstream light-beer drink consumed 11.8 servings per week, compared with 8.5 for crafts.
"The same guy who used to stay at the bar drinking premium lights all evening is kind of done after a couple of craft beers," England said. "[By offering crafts, the retailer's] intent is to make his establishment more interesting and unique. The unintended consequences of his strategy are that the product he's touting encourages drinkers to have a couple and go home."
Other industry executives agree.
"I call it the mouse that roared," said Bruce Forsley, vice president of sales and marketing for Shipyard Brewing Co. in Maine. "There's a lot of publicity being given to brewers who are making groundbreaking styles of beer ?? but ultimately ?? the core market is looking for balanced, flavorful, affordable, moderate-strength, session beers."
His company will continue to produce high alcohol beers for its hard-core enthusiasts, but it will balance them with lighter beers like its forthcoming Sea Dog Blonde Ale, a 4.2 percent ABV beer.
"I think ultimately we all want to be able to sell a beer that a consumer can drink three, four, five of and still be able to get themselves home," Forsley said.