I recently read Brett VanderKamp's new book Art in Fermented Form: A Manifesto. Brett is the president of New Holland Brewing and Artisan Spirits in Holland, Michigan. In the book, he reflected on a time in US history when people only drank locally produced beer made from locally grown ingredients and he hopes that one day this paradigm will return. He also talked about the success of the craft beer movement and the 5% market share that they have been able to carve out for themselves. As I read, I began to wonder; who is the average craft beer drinker, and does 5% market share mean that only 5% of beer drinkers drink craft? Surely not.
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