UPDATE: Boulder’s brewing industry faces a critical challenge as local breweries scramble to attract customers back into taprooms. Rising rents, soaring ingredient costs, and minimum wage hikes have compounded the issue, but a deeper cultural shift is at play. Executives at the BizWest CEO Roundtable on Tuesday revealed a troubling trend: people are simply not going out as much as they used to.
Jeffrey Green, co-owner of Very Nice Brewing Co., expressed concern about the changing habits of consumers. “The general going-out culture has been set back,” he stated. “People have stopped going out in general.” This is particularly alarming as breweries like his continue to recover from setbacks, including a fire that devastated their Nederland location on October 8.
Steve Conrad, head brewer at Busey Brews Smokehouse and Brewery, noted the shift in engagement among younger patrons. “The younger generation doesn’t seem to be engaging in the craft beer world as much as people my age,” he said, highlighting a generational gap in drinking culture.
Davin Helden, owner of Liquid Mechanics Brewing Co., weighed in on the trend, stating, “The generation that helped craft beer get cool are boomers now.” He shared that health concerns and advice from doctors are influencing drinking habits, with regulars now opting for one or two beers instead of their previous consumption of three or four.
The statistics are alarming. Helden reported an overall business downturn of 5% compared to last year, with some breweries experiencing declines as steep as 40% or 50%. “We’ve seen a lot of closures, and that’s just the tip of the iceberg,” he warned.
Health concerns are affecting beer consumption as well. Helden pointed out that technology allows people to monitor their health metrics, leading to more cautious drinking habits. He remarked, “If you have one or two beers in the afternoon, that score is going to tank.”
Despite these challenges, there is a glimmer of hope among brewers. Green believes that the craft beer scene will eventually rebound, as consumers may shift back to enjoying quality over quantity. “Instead of a big bucket of macrobrew, they’re having two or three nice beers,” he said, emphasizing a potential return to moderation.
To combat the downturn, breweries are adapting their strategies. Bob Baile, owner of Twisted Pine Brewing, is prioritizing events to fill his establishment. “Our prime mission is ‘AIS: asses in seats,’” he said. Baile has converted his packaging area into an event space, catering to everything from small gatherings to larger celebrations.
Matt Wiggins, associate vice president for economic vitality at the Boulder Chamber, noted that creating an inviting atmosphere is crucial. “The places that have developed an environment or an ambience, people want to go back there,” he said, underscoring the importance of customer experience.
Breweries are also exploring innovative advertising strategies to boost visibility. Hawthorne from Best Craft Distribution highlighted the challenges of standing out in a crowded market. “What can we do other than Facebook and Instagram?” he asked, emphasizing the need for fresh marketing approaches.
As many taprooms struggle, the economic landscape continues to evolve. Helden pointed out that financial constraints are influencing when and how often people choose to go out. “People are choosing to stay home,” he said. “If we’re going to get people to go out again, it’s not that they can’t afford it; it’s just that they don’t want to spend all that money.”
The impact of these trends is not just financial; it’s reshaping the social fabric of communities. “People got used to drinking alone at home,” Helden noted, reflecting on the lasting effects of the pandemic.
As breweries grapple with these urgent challenges, local leaders emphasize the importance of community engagement. The focus on creating memorable experiences and fostering social connections could be key to revitalizing the craft beer culture in Boulder and beyond.
With the industry at a crossroads, only time will reveal whether the taprooms can reclaim their place as central hubs of social interaction. As Green optimistically stated, “I think it will come back around with craft beer.”
Stay tuned as we continue to follow this developing story from the Boulder brewing scene.
