So, did you know that according to the Brewers Association, craft breweries produced 23.1 million barrels of beer in 2020, accounting for over 23% of the total beer market in the United States?
Now, you might be wondering if Cisco, the popular beer brand, falls into the category of craft beer. Well, the answer might not be as straightforward as you think.
Let's explore the intricacies of what defines a craft beer and how Cisco fits into this classification.
Key Takeaways
- Cisco Brewers embodies the characteristics of craft beer, including artisanal brewing methods, small-scale production, and focus on quality ingredients.
- The acquisition by Craft Brew Alliance has raised concerns about potential changes to the brand identity and consumer perception of Cisco Brewers.
- The acquisition may provide Cisco Brewers with enhanced resources, distribution channels, and marketing capabilities.
- The classification of Cisco Brewers as a craft brewery is debated, with the limited release of Shark Tracker beer and geographical expansion of distribution being key points of contention.
The Definition of Craft Beer
Craft beer embodies a nuanced and evolving concept that encompasses the artisanal, traditional, and innovative aspects of small-scale brewing. It's typically produced by small, independent breweries that prioritize traditional brewing methods and quality ingredients.
Craft beer is known for its diverse flavors, styles, and innovative brewing techniques, often showcasing unique and creative recipes. An important aspect of craft beer is its emphasis on quality over quantity, with a focus on artisanal, small-batch brewing rather than mass production.
Independent craft breweries are usually dedicated to their local communities, often emphasizing sustainability and local sourcing in their production processes. This industry is as much a culture as a product, with a strong emphasis on creativity, individuality, and a passion for brewing, often fostering a close-knit community of enthusiasts and connoisseurs.
In the context of breweries like Cisco, the Craft Brew Alliance (CBA), a publicly traded craft brewery, the purchase of Cisco Brewers by CBA prompted discussions about the definitions and implications of craft brewing, particularly in relation to the involvement of larger corporate entities in the craft beer landscape.
The History of Cisco Brewers
The evolution of Cisco Brewers from its founding in 1981 to its acquisition by Craft Brew Alliance prompted discussions about the impact of larger corporate entities on the craft beer landscape.
Initially facing construction challenges in 1996, Cisco Brewers' motto, 'Nice beer, if you can get it,' reflected its perseverance.
The Nantucket Vineyard, a sister company, struggled with grape cultivation due to the island's climate and soil, leading to the importation of grapes for wine production.
Notably, Cisco Brewers became America's sole outdoor commercial brewery, with the brewing process occurring outside, except for the cold-room, before relocating to the Mortan Building in 1996.
In 1997, the establishment of Triple Eight Distillery marked a diversification into high-proofed spirits, such as Notch Whiskey and vodka, utilizing water from Nantucket well #888.
Furthermore, Cisco Brewers has supported shark research activities and partnered with Craft Brew Alliance, which subsequently acquired the brewery for $23 million.
This acquisition potentially affects the brand identity, product offerings, distribution, company culture, and operations, as the relationship with CBA and the Nantucket brewery undergo significant changes.
The Acquisition of Cisco
Upon acquisition by Craft Brew Alliance in 2018 for $23 million, Cisco Brewers faced a significant juncture in its trajectory, raising questions about potential changes to its brand identity, product portfolio, and operational dynamics.
As part of the Craft Brew Alliance, Cisco Brewers now operates within a larger craft brewery group, potentially gaining access to enhanced resources, distribution channels, and marketing capabilities. This acquisition could facilitate the introduction of innovative new beer styles and flavors, enabling Cisco to expand its product range and cater to evolving consumer preferences. Additionally, being part of the Alliance may lead to operational optimizations, improved supply chain management, and cost efficiencies.
However, the acquisition raises concerns about potential changes to the brand's identity and consumer perception. It's essential for Cisco Brewers to strategically navigate this transition to ensure that its unique outdoor brewing process, distinctive beer offerings, and Nantucket Vineyard's wine portfolio remain central to its identity and appeal.
Criteria for Craft Beer Classification
Considering the multiple facets of the craft beer industry, the criteria for classifying a beer as 'craft' involves several defining characteristics and operational parameters.
Craft breweries are characterized by their independence and small-scale production, typically brewing less than 6 million barrels annually. Emphasis is placed on traditional brewing methods and the use of high-quality ingredients, prioritizing flavor and quality over mass production.
Additionally, craft breweries are known for their innovation, often experimenting with different ingredients and styles to create unique beer offerings. Community and local engagement are also key aspects, with craft breweries often supporting local initiatives and contributing to the cultural and economic development of the regions they operate in.
Ownership structure is another consideration, with a focus on independence from large, non-craft beer producers, such as AB InBev. The acquisition of a craft brewery group, like the Brewery and Taproom CBA purchased, is a notable event that may impact the classification of the beer produced.
Ultimately, the classification of a beer as 'craft' revolves around the commitment to producing high-quality, innovative, and distinct beer, while maintaining independence from non-craft beer producers.
The Debate Among Beer Enthusiasts
In the ongoing discourse among beer enthusiasts, the acquisition of Cisco Brewers by Craft Brew Alliance and subsequent association with AB InBev has sparked intense deliberations regarding the brand's identity, product offerings, distribution, and company culture.
The debate centers around whether Cisco Brewers can still be considered a craft brewery, given its affiliation with a large-scale craft brewery group linked to AB InBev. The Brewers Association defines a craft brewer as small, independent, and traditional, raising questions about Cisco Brewers' classification under this definition.
The limited release of its popular Shark Tracker beer, which supports shark research activities of OCEARCH, has garnered attention in this debate. Wendy Hudson, the owner of Cisco Brewers, and Dean Long, CEO of Craft Brew Alliance, are under scrutiny for their decision to align with AB InBev, a move that has sparked skepticism within the beer enthusiast community.
The geographical expansion of distribution, particularly in areas like South Carolina, is also being closely monitored amid concerns about potential changes to the brand's product quality and company ethos.
Conclusion: Is Cisco Still Craft Beer?
Cisco Brewers' status as a craft beer has been the subject of intense scrutiny and debate following its acquisition by Craft Brew Alliance and subsequent association with AB InBev. The brewery's integration into the craft brewery group has raised questions about the preservation of its craft beer identity.
Despite this, Cisco Brewers continues to uphold the principles of craft beer production, focusing on quality, innovation, and community engagement. The year-round availability of its flagship product, the Grey Lady Ale, and the popular Whale's Tale Pale Ale, further solidify its commitment to the craft beer market.
Moreover, the leadership of Jay Harman, the head brewer, ensures that the brewery maintains its dedication to traditional brewing methods and distinctive flavors. While its products may be more widely available in liquor stores and bars, Cisco Brewers' commitment to maintaining its unique brewing process and dedication to craft beer principles remains unwavering.