Specifically, the purpose of the project was to investigate the feasibility of marketing alternatives that would allow producers to target craft brewer preferences for malt made from Wyoming produced barley. The study was conducted in two phases. The first phase was a national survey of craft brewers eliciting their preferences for malt in the preparation of specialty beers. The second phase investigated the feasibility of selected marketing alternatives, which could capitalize on the needs and preferences of the craft brewing industry. Small establishments focusing on creating unique flavors or styles of beer characterize the craft brewing industry.
Emphasis is on offering diverse products to a local customer base.
Three categories of brewers typify the craft brewing industry - regional brewers, microbreweries, and brewpubs. Domestic per capita consumption of malt beverage declined from 24 gallons in 1990 to 23 gallons in 1992, while sales of specialty brews increased during the same period. Craft brewers hold a small share of the beer market - 1.2 percent of the beer market in 1994, increasing to about 3 percent in 1996. The share held by craft brewers is expected to reach 7 to 10 percent by the turn of the century. The total number of domestic specialty brewing companies exhibited a growth rate of 28.2 percent in 1996.