I know we are Craft BREWING Business, but a lot has changed in the CRAFT and BUSINESS ends of the market since we launched this site over a decade ago.
The other day, for example, we published a report from GlobalData on the “Gen Z’s inclination toward quality over quantity, and demanding innovation and relevance in their drinking experiences,” and how that is “shaping the evolving landscape of cocktail consumption.”
Ten years ago, I likely would have passed on reporting that. But the broad takeaways in that report have real implications for craft breweries. From the post:
Gen Z is well above average by generation in terms of reporting very high spend on-trade. This is despite the widely accepted view that Zoomers are more ambivalent to alcohol than their predecessors, with different values and goals. The data reinforces the idea of Zoomers as a key generation for “less but better” consumption.
Parker notes: “Tradition has been described as an anchor weighing down innovation in the cocktail marketplace. The old favorites of the cocktail market remain relevant to a large degree, but they are familiar and not exciting to younger generations looking for relevance to their preferences and need for experiential challenges. Cocktail culture has a reactionary element to it, recycling trends from the past, which might appeal to retro connoisseurs and older consumers, but threatens the ability to keep the segment vital for newer consumers.”
Overall, this becomes a discussion of “democratizing” the cocktail experience – making it more relevant to a wider range of consumers and less exclusionary based on perceptions of exclusivity.
Read: Canned cocktails aren’t the only pathway for a craft brewery to expand its alcohol beverage offering. Braxton Brewing Co., based in the Cincinnati/ Northern Kentucky area, is a great example of another way to approach this craft beer / craft cocktail segment.
Braxton Brewing Co. has pushed along several cool ideas over the years to boost revenue while building a brand based in quality craft beverages – like a premium, private barrel-aging program. As the demand for spirits and cocktails has surged, Braxton Brewing recognized the need to adapt and diversify its offerings.
Braxton just announced a partnership with bourbon brand O.K.I. Bourbon “to enhance the guest experience by introducing an expanded cocktail program led by renowned mixologist Molly Wellmann and unique bourbon experiences at all Braxton Brewing Co. taprooms.”
“We’re thrilled to embark on this exciting journey with O.K.I. Bourbon,” Jake Rouse, Co-Founder and CEO of Braxton Brewing Co. “This partnership represents a pivotal moment for us, as we expand our offerings beyond beer to meet the evolving tastes of our loyal patrons. By joining forces with O.K.I., we’re not just crafting drinks; we’re crafting experiences, inviting our guests to savor every sip and immerse themselves in the rich tapestry of flavors our collaboration will unveil.”
I think this is really smart. No one is saying to stop brewing great beer. Expanding into canned cocktails can make some sense, but it is not easy (and somewhat dangerous), and could take too much capacity and time away from brewing. The more logical move, especially for a taproom-focused brewery catering more to Gen Z, might be a really well conceived craft cocktail program like this.
By collaborating closely with O.K.I., Braxton Brewing Co. aims to curate unique cocktail and bourbon experiences that will entice visitors to explore beyond the realm of beer, ultimately enhancing the overall guest journey at all taproom locations. With an official launch slated for Braxton Brewing Co.’s annual Derby Party on Saturday, May 4th, this partnership promises to reinvent the traditional brewery experience.
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