As beer trends continue to evolve, you can continue to support your local brewery
By Vincent Corso
I saw some news the other day that kind of hit me like a ton of bricks — or maybe it was more like a case of beer. Yes, indeed, when I learned that the last batch ever of Schlitz beer was brewed, it surely made me a little sad.
Now, I understand that this news is probably just a blip on the radar for most people. In fact, some people might not even know what Schlitz beer is, but I think if you keep reading, you will understand the implications of this situation. …
After all, Schlitz used to be the biggest beer producer in the United States. Established in 1849 in Milwaukee, the beer became renowned in the early 20th century for its quality and marketing, including the tagline, “The Beer That Made Milwaukee Famous.”
Schlitz first became the nation’s largest beer producer in 1902 and held that status at several points during the first half of the 20th century, exchanging the title with Anheuser-Busch multiple times during the 1950s.
Schlitz remained the No. 2 brewery in America as late as 1976, but sadly, its popularity waned in later decades due to industry changes and competition.
Being from Milwaukee, Schlitz beer has always held a special place in my heart — after all, it was the beer that made Milwaukee famous — although I didn’t really drink it much or see it much while I was younger. It had already fallen out of fashion by then.
Nonetheless, the fact that this once-mighty behemoth of the brewing world is now gone got me thinking about the state of the brewing industry these days.
One thing we can all say for sure is that things always change. And the brewing industry is undergoing some changes right now.
For most of this century, the craft beverage industry was booming. It seemed like every town you went to had a brewpub popping up and it seemed like the craft beverage industry would never slow down.
Well, it seems as though we are going through what economists call a market correction. For a number of reasons, breweries big and small are not thriving like they used to. It seems all too often that you hear of a once-popular microbrewery closing up shop. In fact, it was reported in April by Lehigh Valley Live that 65 Pennsylvania breweries had closed over the last two years.
Sixty-five! That makes me just as sad as hearing about Schlitz’s last batch, although they likely are lost for different reasons. Additionally, people’s drinking habits are changing, like they always do.
To start with, people (especially younger folks, who used to be big customers for the bar industry) are focusing on their health and drinking less. Nonalcoholic beer used to be a joke (think about drinking O’Doul’s at a bar in the 1990s). Now you can often find more than one on a beer menu, and they are good. I am known to have one from time to time, myself.
Mocktails, too, can be found on any bar menu — OK, maybe not the diviest of dives — so folks who still want to go out but don’t want to drink can feel comfortable in the social setting of a bar.
That leads us to another big trend in the craft beverage industry, creating a third space for folks to hang out, meet friends, and make them. Bars, breweries, and taprooms can do this by hosting events that bring people together, such as trivia night, run clubs, craft nights, and other fun things. It’s all about building a community.
Another thing that has changed in the beer scene is a move away from those big, heavy, high-alcohol IPAs in favor of lagers and other ales that are a little lower in alcohol. Now, IPAs aren’t going anywhere, but they are no longer the thing that everyone is looking for. Hopefully, long gone are the days when every microbrewery has a draft board full of IPAs with limited options and a bartender who looked at you weirdly if you wanted something else.
Here in Centre County, our craft beverage makers seem to be well ahead of the curve and continue to keep up with the trends. Our microbreweries offer a wide selection of beers for every beer drinker. Everywhere you go, you can find mocktails and plenty of NA beers to choose from.
And most importantly, many of our local brewpubs offer events for getting people together. They are building a community with strong ties to the area. They also have strong relationships with many of our local bars and dining establishments, so you can find them throughout town.
So, while I am sad to see the last batch of Schlitz and the closing of many small breweries across Pennsylvania, I am happy to see my local breweries keeping up with the trends. Either way, you know me, I am going to continue to support my local breweries.
I think you should too.
Cheers! T&G
Vincent Corso enjoys drinking local and meeting new people at Central Pennsylvania’s many interesting establishments.
