Legistlature

Anat Baron's documentary provides an informative and entertaining look at the beer business. "The big guys control the shelf space," says one beer maker. In 2005, the top three breweries controlled 85% of the market share. The Big Three are Anheuser Busch, who then held 49% of the market share, Miller's, and Coors. There were about 1400 microbreweries in the United States at the time this film was made. Providing a deeper flavor with more distinct properties, they have taken an opposite tack from the Big Three, who have gone to lighter beers, almost indistinguishable in taste. In fact, in one segment, none of the participants could pick out "their" beer in a blind taste test. But the power the major beer companies have is the money they are able to spend on advertising.

Beer Wars is an Inside Look at the Rise of Microbreweries

One breweries, Dogfish Head Brewery, calls their product "off-centered ales for off-centered people." Another product, Moon Shot, is a beer with caffeine included. Their marketing has included glow-in-the-dark rings and personal introductions in local bars. But with the rise of microbreweries, the Big Three began infiltrating their ranks and they aggressively began going after their tiny market shares. They made some micro-brewery type beers that do not use their own name, but add an alternative label. The customer then believes they are getting a microbrewery beer, when in fact they are just getting another product from the behemoths. And after years of working to get the brand Moon Shot off the ground, one of the big beer companies came out with a caffeinated beer.

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