Figuratively speaking, any upstart company will feel the challenges of trying to bring its enterprise to scale. On a larger and more varied scale, up-and-coming beverage market segments have seen a similar ebb-and-flow performance as consumers show their willingness to diversify their beverage spending. The craft beer market has experienced a comparable trend as the segment still continues to post dollar sale growth, albeit at a smaller scale than in years prior.
“The current craft market is in a period of maturation and growing pains driven by a number of key factors,” says Nathan Greene, consultant for New York-based Beverage Marketing Corporation (BMC).