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Craft Beer in Small Towns

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By: Jayde Gauley

 Second-Year Brewmaster Student

 I’m from small town Saskatchewan, a population of around three-hundred people, with the nearest city about an hour and a half away. I am often the only one that shows up to a gathering with some sort of craft beer in hand. I also see this around the Olds College campus, the brewery students are asking "What is the new brew on tap?" and the other programs are drinking their Bud-Light. I wanted to know why it seemed like so many small-town people don’t stray away from big brands, and never seemed to try craft beer.
I asked the people of my home town and surrounding communities a few different questions about craft beer to see why they thought this was. I had fourteen women and twelve men respond with age ranges from early twenties up to seventies, and the answers were actually pretty surprising.
So, what did I find out?

Do you prefer big brand beers or craft? Why? 
Most of the men answered that they like big brand. They found big brand to be cheap, consistent, and simple. Only four said they don’t mind trying craft beers from time to time. The women were split between the two. The ones who said they drink big brand stated they drink it mainly because of consistency, but also said they like to try craft beer if there are samples. Women also pointed out that 0% alcohol and gluten free beers were also a driving factor in their choices.
What could craft beer do better to make it more appealing to you?
The men thought that craft beers could tone down the hops and make more light beers, that taste like big brand beers. The women were interested in new flavours being released and suggested fruity styles, ambers and brown ales. Again, 0% alcohol and gluten free options were also mentioned. Another suggestion was being able to try beers before they buy them. They didn’t want to spend money on something they potentially didn’t like and be stuck with the left-over product.
If craft beer was more available in a small town, would you buy it?
The men’s answers were actually surprising on this one, as most of them previously answered they like big brand. Nine of the men either said yes, or yes depending on price. They seemed to like the idea of having the chance to try it, but they feared the price would be beyond that of big brand beers. The women were 100% for having craft beer in their town, again saying the only thing that would turn them away from it is if the price was over the top.
Do you have any other comments on the craft beer industry?
The men seemed to take a more farmer approach to this question, stating that they liked the idea that craft beers could be made from locally grown ingredients. They also said they were amazed how brewers could make so many different flavours. However, they find that the craft beer industry is geared more towards city people, and that the branding isn’t simple enough, both making them turn away from the industry. The women answered very similarly, saying they liked to see small business starting up and enjoyed watching the industry grow. They also suggested having a more simplistic, easy to read labels and branding.

My take away from this is that small town people overall like the craft beer industry but its not easily available to them. They love to support local and that’s what the craft beer industry is about, but they feel craft is catering to city people and not them. They want simple, consistent, cheap and the opportunity to taste beers before they spend their money on it. I think it would be interesting to do this again with a different town or even on the Olds College campus to see if it is different other places.


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