In 2019, New Belgium Brewing held the impressive title of being the fourth largest craft brewery in the United States, as reported by the Brewers Association (BA). This was a significant achievement for New Belgium, as the craft beer industry had been experiencing exponential growth and competition was fierce. As a sommelier and brewer, I am always fascinated by the rankings and recognition that breweries receive, as it showcases the dynamic nature of the industry and the ever-changing preferences of beer enthusiasts.
However, in 2020, New Belgium's position on the BA's list of the top 50 overall U.S. brewing companies by beer sales volume shifted. They found themselves in the 11th spot, just behind the well-respected Sierra Nevada Brewing Company. This change in rank might raise eyebrows for some, but it is important to consider the multitude of factors that can influence sales volume and market share in any given year.
One possible explanation for New Belgium's change in rank could be attributed to the increased competition in the craft beer market. With the growing popularity of craft beer, countless new breweries have emerged, offering consumers a plethora of options to choose from. This influx of breweries, combined with shifting consumer preferences and the rise of local and regional breweries, has undoubtedly impacted the rankings of established breweries like New Belgium.
Another factor that could have influenced New Belgium's rank is the impact of the COVID-19 pandemic. The pandemic brought unprecedented challenges to the brewing industry, with many breweries facing temporary closures, restrictions on on-site consumption, and decreased consumer spending. These circumstances likely had an impact on overall beer sales volume for breweries across the country, including New Belgium.
Personal experiences and observations further support the notion that rankings can fluctuate year to year. As a sommelier, I have had the privilege of witnessing the rise and fall of various breweries in terms of popularity and sales. It is not uncommon for a brewery to experience a surge in popularity due to a new and innovative beer release, a successful marketing campaign, or a surge in distribution. However, sustaining that level of success can be challenging, especially in a market as dynamic as craft beer.
It is also worth noting that rankings based solely on sales volume do not necessarily reflect the quality or craftsmanship of a brewery's beers. While sales volume can indicate popularity and consumer demand, it does not provide a comprehensive assessment of the overall beer experience that a brewery offers. As a brewer, I have come across many smaller, lesser-known breweries that produce exceptional beers but may not have the same level of sales volume as larger, more established breweries.
New Belgium Brewing's rank has evolved over the years, highlighting the ever-changing landscape of the craft beer industry. While they held the fourth spot in the craft brewery rankings in 2019, they slipped to 11th place in the overall U.S. brewing companies list by sales volume in 2020. This shift can be attributed to various factors such as increased competition, changing consumer preferences, and the impact of the COVID-19 pandemic. However, it is important to remember that rankings based solely on sales volume do not necessarily reflect the quality or craftsmanship of a brewery's beers. Ultimately, the rankings serve as a snapshot of the industry at any given time and do not define the essence of a brewery's offerings.