“I think there is still a lot of headroom for craft to take market share within the larger beer category. The craft beer category is evolving from a very volatile and adolescent market, to something that is more mature. The way the craft market is behaving now – with the number of entrants and the SKU proliferation — is a lot more like established and more mature consumer products markets.”

Am I really really dumb or does this seem like a really stupid take. I mean I’m not a multimillionaire former attorney for Jackson Family Wine, but the craft market is in the “turn and burn” state because consumers don’t want the old stand by all that often. Those drinkers are dying off, literally. Not as a whole, I’m not saying that, but new entrants into craft seem to want new things all the time because they want to experiment. And with the social media aspect of today, it seems like the ability to “check in” on Untapped and Instagram whatever brew someone is drinking, having constant access to Boont Amber or whatever terrible IPA they try to pump out seems far less important than adapting to trends.