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San Diego Craft Brewing Industry
Marc M. Martin Vice President of Beer Karl Strauss Brewing Co. 1/14/16
Today’s craft consumer is more educated about beer
San Diego Craft Brewing Industry Marc M. Martin Vice President of - - PowerPoint PPT Presentation
San Diego Craft Brewing Industry Marc M. Martin Vice President of - - PowerPoint PPT Presentation
San Diego Craft Brewing Industry Marc M. Martin Vice President of Beer Karl Strauss Brewing Co. 1/14/16 Todays craft consumer is more educated about beer Craft beer enthusiasts They have high interest in craft, drink craft more often than
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Craft beer enthusiasts
They have high interest in craft, drink craft more often than any other alcohol beverage choice and don’t mind paying more for better, more flavorful, more interesting beers that is handcrafted (locally)
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Beer Industry Evolution – Proliferation In Choice At Retail
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Beer Industry Evolution – Big Brewers Market Faux Craft
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Acquisitions amongst craft brewers Craft brewers selling portion of ownership Global brewers buying craft breweries
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Beer Industry Evolution – Influx of New Breweries
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600+ Craft Breweries in CA
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Craft Beer Total U.S. Barrels
47% 54% 57% 62% 64% 64% 62% 62% 66% 79% 79% 79% 77% 77% SLIDE 10
Regional ‐ Craft Beer Total Barrels – 10 Years
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Breweries Are Small, CA Craft by 2015 Production
50 100 150 200 250
0‐10 10‐100 100‐1000 1,000 ‐ 10,000 10,000 ‐ 100,000 100,000 ‐ 1,000,000 1,000,000+
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CA Breweries Are Small
0.2 0.0 0.0 0.2 0.4 0.6 1.1 1.3 1.9 3.4
100
90.9
90 80 10 50 40 30 20 60 70 0‐9.9 10‐19.9 20‐29.9 30‐39.9 40‐49.9 50‐59.9 60‐69.9 70‐79.9 80‐89.9 90‐99.9 100 % Sold in California % of Breweries
2014 2015
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CA Production
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Ballast Point accelerated in 2014 after opening new brewery
Reported Production Output 2011 ‐ 2014 Opened new brewery in Mira Mesa
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Ballast Point Beers Distributed in 30+ States
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Karl Strauss Brewing Company Distribution
45th largest craft brewer in U.S…and only available in one State!
85+ medals for quality in last 4 years and counting………!
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Economic Impact of Craft Brewing in San Diego
- Craft Brewing economic impact value to SD more than doubled in last 3 years
- $300M in 2011
$600M+ in 2015
- Surpasses impact of 2015 Super Bowl to AZ state economy ($500M)
Source: Nat’l University System Institute For Policy Research
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Number of Breweries and Brewpubs More Than Doubled in SD Since 2011
- 115+ at end of 2015
- 211% increase since 2011
- Driven by both new enterprises as well as expansion of established breweries
and brewpubs
- $847M+ in total annual industry sales in SD
- $160M increase since 2011
Source: Nat’l University System Institute For Policy Research
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115+ Craft Breweries in San Diego County
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Source: Nat’l University System Institute For Policy Research
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Economic Impact of Craft Brewing in San Diego
- Industry job growth has soared
- SD Breweries directly created 3,752 jobs in 2014 vs 6203+ jobs in 2015
- 122% increase since 2011
- Driven mostly by expansion efforts of larger craft breweries in SD
Source: Nat’l University System Institute For Policy Research
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Source: Nat’l University System Institute For Policy Research
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Local Craft vs Other Craft Vendors
Source: IRI InfoScan IRI San Diego, CA FOOD Market Quad Weeks Jan 27, 2013 through July 12, 2015
$0 $500,000 $1,000,000 $1,500,000 $2,000,000
San Diego Supermarkets
- Local Craft Brewer Dollar Sales passed Non‐Local Craft Brewers sales earlier this year
Dollar Sales
San Diego Local Breweries Non‐San Diego Breweries
$2,500,000
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