The future of craft beer in a post-craft beer world

Colorado's beer industry is at the center of an existential question: What is craft beer?

Why it matters: Craft beer is part of Colorado's identity. Its economic impact in the state comes in at $3.4 billion, ranking No. 1 nationwide per capita.

• The term's cachet is core to its value proposition in the marketplace, but the lines are blurring with new offerings and consolidation from international beer players.

State of play: Colorado considers itself "the state of craft beer," and Boulder is home to the Brewer's Association, the industry's national trade group.

• The association sets the definition of craft brewers as small, independent beer makers.

Yes, but: The recent union of Fort Collins-based New Belgium with Michigan's Bell's Brewery — under the umbrella of international beer conglomerate Lion — is renewing the soul-searching within the industry.

What's happening: New Belgium and two other well-known Colorado brewers owned by big beer companies — Avery and Breckenridge — consider the term irrelevant and want to redefine what it means to be a craft brewer.

• New Belgium's CEO, Steve Fechheimer, tells Axios the association's definition is not the benchmark — it's more about each brewery's approach. "Craft beer consumers care about how you operate your company and the beers you make," he says.
• Bell's and New Belgium "come from the early days of the craft beer world; they still contain that DNA from the craft revolution," Larry Bell tells Axios. "That's still the spirit and feeling around the companies and around the beers."
• The challenge, Fechheimer says, is that "it takes some time to prove that to people and earn their trust."

Between the lines: New Belgium's sale to Lion in 2019 didn't hurt the company's bottom line, company officials said. In fact, Lion's acquisition helped New Belgium become carbon-neutral and expand its sales to become one of the fastest-growing full-flavored beer-makers.

The other side: Bart Watson, an economist at the Brewers Association, says industry surveys show most consumers care about who makes the beer and favor independent breweries in their purchasing decisions.

• The association developed a seal for its members to put on bottles and cans as a way to help educate consumers about which breweries qualify as craft beer.
• ​​"Does it matter for every consumer? No. But we are trying to give information to the consumers for whom it does matter," Watson said.