Variety is one of the best part growing craft beer scene, but with so much variety, many brewers are now focusing on very niche beers to set themselves apart from the rest.
In that last several years, the production of gluten-free beer has been on the rise and the gluten-free market overall is expected to grow by more than 10% per year through 2019. That’s a huge number, considering less than 1% of the population has celiac disease, a genetic autoimmune disorder which makes it difficult for the body to digest gluten. So what about the one-third of Americans who remain? They’re part of the growth, too. Advantageous breweries like Omission Brewing Co. spotted the gluten-free market as a rising trend and also capitalized on the 311,000,000 people who abstain from gluten for lifestyle health reasons by crafting their own beers with the same taste as a classic lager, but without the gluten.
Omission was the first craft beer brand in the United States to focus exclusively on brewing great-tasting craft beers with traditional beer ingredients, including malted barley, specially crafted to remove gluten. They believed that everyone should be able to partake in enjoying a well-made beer, regardless of dietary or health restrictions. They identified their niche, worked hard to bring it to life, and created quite a name for themselves in the process. Just check out their website for proof. Omission has an entire section dedicated to the hashtag Omoment, and users are actively sharing their photos and tweets to showcase the impact the brew has had on their lives. That’s given the folks at Omission the opportunity to capitalize on their unique product offering, engage their customer base, and utilize real users to spread their message for them.
Now, we understand that gluten-free beer isn’t for every beer enthusiast or brewer (that’s why it’s a niche market). Lets take a look at other niche beers and brewers.
Blue Owl Brewing in Austin, Texas opened in 2015 and dedicated itself to the art of sour-mashing, a technique that puts a unique spin on popular beer styles like Pilsners, pale ales, stouts, and IPAs. Not long after they opened the doors, Austin saw a leap in new small and independent breweries. However, thanks to founder Jeff Young’s foresight and ingenuity, Blue Owl Brewing had already distinguished itself from the local competition.
Another solid example of a niche beer comes from Longmont, Colorado and the team at Wibby Brewing. Located just down the road from Left Hand Brewing Co. and Oskar Blues, formative opponents in their own right, Wibby unveiled a menu of beers that only included German-style lagers with an American twist. It paid off. They surpassed their goals for barrels produced in their first year and now have a passionate fan base of lager enthusiasts and casual beer drinkers alike.
With niche beers, the possibilities are endless, and you’re in the position to have different experience with each one individual.