ABSTRACT
In 2015, the craft beer market in the United States accounted for 13" of the total US market. The customers were bored (and still are) with big beer, produced by the big brewers, and with binge drinking. Many craft brewers aspired to open a business of their own. The challenges start with poor quality beer, which can destroy a craft brewer if they are not careful. In Canada, craft beer sales account for over 10 " of the Canadian beer market and over 80" of Canadian breweries are craft. The Boston Beer Company (Samuel Adams) is one the largest craft brewers, and they experienced an 11" increase in sales from 2009 to 2014. The brewing industry is growing, and it will continue to grow. This chapter addresses some of the growth challenges. Currently, there is increasing interest, especially among millennials, in healthy living and pure food and beverage products.
