News: Craft Beer Increase

‘It’s worth it’: Retailer sees continued growth for craft beers
By Dave Woods

Posted: 05/04/2011 12:07 PM
Mark Lovelady had a plan when he opened Unique Liquors and Wine. He knew he needed a strong craft beer selection to capitalize on the fastest growing category of adult beverages. He thinks the trend will continue.
“That was my focus when I opened almost three years ago,” he said. “I think it starts with the younger people. Then, more and more beers get out there and the older people get a curiosity, also.”
Like some other area beer retailers, Unique, 2609 N. Range Line Road, offers an option that allows beer fans to try a variety of selections in a single purchase. During American Craft Beer Week in May, Lovelady hopes people’s craft beer curiosity will be heightened and they will look to craft beers for something new.
“That’s why we have build-your-own-six-packs,” he explained. “People want to try new beers and (build-your-own) gives them the opportunity to try several different beers at once.”
Instead of buying a six-pack of the same beer, the build-your-own-six-pack option allows customers to pick half a dozen different beers for the same price as a regular six-pack. Craft beers are more expensive than most domestic beers and customers don’t want to take a chance on a six-pack they might not like.
“It’s getting tough,” Lovelady said. “Especially with gasoline prices the way they are. There are some $6 craft beers, but most of the time you are talking up to $12 on craft beer. But, it’s worth it.”
Funny names, full flavored
Craft beers often have funny brand names, such as Dead Guy Ale, Sweaty Betty and Moose Drool Ale. They have unfamiliar flavors and are higher priced than better known beers, but once a customer finds one he likes, Lovelady said, he keeps coming back.
“Craft beer drinkers are kind of like a wine drinkers,” he said. “The craft beer guys don’t drink a lot of beer, but they sit around and savor the taste of it.”
Lovelady said he tries to add new beers to the lineup every week to satisfy his thirsty customers.
“I try to have whatever beers people want,” he said.
The beer and wine tasting bar inside the store is one way Lovelady educates customers and spreads the word about his craft selection.
“The tasting bar is a good tool,” he said. “Any time you can let a customer try a beer that’s new to them without spending the $8 or $9 on a six-pack, that’s definitely the way to go. People are a little scared to show their ignorance of craft beers. That’s a another good thing about the tasting bar. You can draw people over there who might not try a beer otherwise.”
Wheat beers, Lovelady explained, are his best selling category of craft beer. Kansas City’s Boulevard Brewery has a good local following, he said.
“Most people start with a wheat beer,” he said. “We’re noticing people are trying a lot of fruit flavored beers, now. There are a lot of raspberries and blueberries coming out.”
He cites Lienenkugel’s Berry Weiss and Woodchuck Ciders, including a new raspberry offering, as brands gaining in local appeal.
American Craft Beer Week’s theme and marketing encourages beer fans to “Visit your local brewery.” A local brewery, Lovelady suggested, would be good for growing Joplin’s beer culture.
“I’d love to see a local craft brewery,” he said. “Like Kansas City has Boulevard. It would be neat to go and tour and taste great local beers on tap. I’d love it.”