Statistics released last week by the Beverage Information Group indicate that overall beer consumption in the U.S. is down, as it has been trending over the past few years. It would be easy to jump to conclusions and fret that the beer boom is over, but a closer look at the numbers shows just the contrary: Although the Light segment continues to decline and contribute to the overall losses in the industry, growth in the Craft and Import segments remain significant despite their higher-priced items.

What does this mean, in a nutshell? Americans might be drinking less, but we’re drinking better! Hooray for us!

That’s right: More Americans are trading in fizzy yellow stuff for flavorful, artisanal selections created by brewers both abroad and across our great nation, looking for exciting selections and interesting, complex flavors that they’ve never experienced before. And with the most domestic breweries the U.S. has had in over 100 years (since about 1905) producing the widest array of styles, we have more delicious options available to us than ever.

Of course, the fabulous breweries that started this current craft trend about 25 to 30 years ago deserve the majority of the credit, followed closely by their later-blooming brewing brethren, but I have to believe that education has played a major role here as well. Associations like the Brewers Association and their array of consumer-education driven events like the Great American Beer Festival (which is coming up next week in Denver, CO) and Savor, homebrew groups and competitions throughout the country, savvy restaurateurs and programs like the Cicerone certification, and yes, media outlets including newspapers, magazines and even television shows have all helped to get the word out to consumers that there’s a world of flavor to be had for beer lovers.

And it seems like the people have heard. We all knew with the economic turmoil over the past couple of years that this transition wasn’t going to be easy, but it seems apparent now that while people are not as willing to spend more on alcoholic products, as they maybe once were, they’re comfortable getting less quantity for overall better quality.

But there’s still so much to learn, and so many beers to try. So keep up the good work, America. Keep drinking new and exciting brews, especially those made by small brewers right here in the USA.

To celebrate tonight, I’m gonna head to my local distributor after work and pick up something I’ve never tried before.  I’d love to hear what’s in your glass!

Cheers!

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