425: Economist Lester Jones Shares the Truth of Today's Craft Beer Market and Debunks Prevailing Misconceptions

This week’s interview wasn’t initially intended for the podcast and wasn’t recorded that way (Brewing Industry Guide subscribers read it last month ), but the topics are salient and the audio listenable, so we thought it would be an interesting change of pace. Lester Jones is the VP of Analytics and Chief Economist for the National Beer Wholesalers Association, and has some pretty deep data-driven insight into what is reality and what is just vibes in today’s world of beer sales which he shares in this conversation. Throughout, we try to unpack what’s actually going on, comparing anecdotal experience to real sales data, for a more accurate picture of the opportunities and challenges in today's beer world. This episode is brought to you by: G&D Chillers ( https://gdchillers.com ) : For years G&D Chillers has chilled the beers you love, partnering with 3,000+ breweries across North America and beyond. With our 24/7 service and support, your brewery will never stop. Remote monitor your chiller for simple and fast access to all the information you need, and gain peace of mind your operation is running smoothly. Berkeley Yeast ( https://berkeleyyeast.com ) . Berkeley Yeast bioengineers ordinary strains and make them extraordinary—enhancing the flavors you want and eliminating the ones you don’t. Visit berkeleyyeast.com to learn more and start brewing with science on your side. Old Orchard ( https://www.oldorchard.com/brewer ) : As breweries expand beyond beer into other segments like mocktails and CBD beverages, Old Orchard is here to help. We can formulate custom blends featuring specialty ingredients. More information and free samples are waiting at oldorchard.com/brewer. Indie Hops ( https://indiehops.com ) Lórien seamlessly combines traditional elements of European noble hops with an elegant twang of American modernity. Learn more about Lórien and the rest of Indie’s varieties at www.indiehops.com . Indie Hops — Life is short. Let’s make it flavorful. XTRATUF ( https://xtratuf.com ) XTRATUF has been making rugged and reliable boots for 75 years. Built for the harshest conditions, the Legacy Collection styles are oil, acid, and chemical resistant with a non-slip rated outsole. Be prepared for whatever comes your way and shop the latest XTRATUF boots on xtratuf.com. Veterans Blend from Yakima Chief Hops ( https://www.yakimachief.com ) The 8th Annual Veterans Blend from Yakima Chief Hop is available through pre-order! $1 from every pound sold of Veterans Blend will be donated to this year’s non-profit Soldier’s Angels. Plan ahead and place your Veterans Blend pre-order with Yakima Chief Hops at yakimachief.com. Brewery Workshop ( https://breweryworkshop.com ) If you’re launching a brewery or acquiring an existing one, consider our brewery workshop and new brewery accelerator, September 14 through 17th in Fort Collins, Colorado. Over four days, we engage in panel discussions, technical brewery tours, networking, and small working group sessions that help you better understand and prepare for the challenges of brewery operation. Tickets are on sale now. Support Craft Beer & Brewing Magazine Podcast