Utilize the input text as a context reference, choose the right relationship between James Squire and beer from the options. Options: product/material produced, manufacturer, distributed by, industry, position held, original broadcaster, owned by, founded by, distribution format, headquarters location, stock exchange, currency, parent organization, chief executive officer, director/manager, owner of, operator, member of, employer, chairperson, platform, subsidiary, legal form, publisher, developer, brand, business division, location of formation, creator.

* Makes up 3.5 pct of overall beer manufacturing industry * 10.1 pct annual revenue growth in five years through 2015/16 to $178.6 mln * 6.3 pct annual growth forecast five years through 2020/21 to $242.9 mln * Slower forecast growth in part due to competition from big players * Broader range of craft beer products expected, including private label OVERALL BEER INDUSTRY * Per capita beer consumption down more than 15 pct over past decade * Fell from 4.7 to 4.0 litres (a year) between 2008/09-2012/13 (latest ABS figures) * Expected to continue declining * $4.8 bln revenue (0.1 pct annual growth last five years) * 1.7 pct annual growth forecast next five years to $5.2 bln * Shift towards higher value products to drive growth next five years * Traditional brands forecast to lose market share to premium beers (including flavoured, dry, foreign-label and craft brands) * Consumers switching to wine or cider KEY INDUSTRY PLAYERS LION * Australia's largest beer manufacturer * Largest craft player after 2012 acquisition of Little World Beverages * Market share 33.3 pct * Industry brand names: Little Creatures, White Rabbit, James Squire, Knappstein, Kosciuszko Pale Ale, Bare Cove Radler SABMILLER * Acquired Matilda Bay * Market share 17.6 pct * Industry brand names: Matilda Bay Brewing Company, Redback, Beez Neez, Fat Yak, Bohemian Pilsner, Helga, Alpha Pale Ale, Dogbolter SMALLER BREWERIES * Number of industry operators growing, especially smaller breweries focusing on niche markets * About 150 craft breweries * Majority based in Victoria and Western Australia SUPERMARKETS * Coles and Woolworths account for almost 60 pct of total liquor industry revenue * Their push into private-label beer and liquor expected to grow COCA-COLA AMATIL * Back in craft beer market * Joint venture with winemaker Casella VARIETY OF CRAFT BEERS ON OFFER * Pale ale most popular variety - India pale ale, amber ale, American pale ale dominate craft beer production industry - Nearly all industry players brew some type of pale ale - Ale accounts for 59.6 pct of industry revenue * Pale lagers most common variety in overall beer manufacturing industry - Nearly all best-selling beer brands (XXXX, Victoria Bitter, Carlton Draught) are lagers - Craft brewers' range of lagers include James Squire's Sundown Lager, Knappstein Reserve Lager - Lager accounts for 30.7 pct of craft beer revenue * Stouts account for 4.2 pct of industry revenue * Wheat beers account for 5.5 pct of industry revenue - Popularised by Matilda Bay's Redback; number of craft brewers introduced own wheat beers brewed in traditional German style - Industry's major players have at least one line of wheat beer PREMIUMISATION WITHIN CRAFT BEER MARKET * Producers segmenting produce along quality and price lines * Brands such as Tasmania's Moo Brew and Lion's Knappstein positioned at upper end * Mountain Goat and James Squire marketed as medium-price craft beers * Some of industry's oldest players such as Redback, Little Creatures and Fat Yak positioned at lower end of price scale Source: IBISWorld.

Answer: product_or_material_produced