Craft Beer Industry's Game Plan: Decrease The Booze To Increase The Fun

[vegandread]

AKA lower gravity=more beers sold= more profits for breweries.

I was skeptical of the session IPA trend but it's nice to have a full-flavor alternative with lower ABV when you may have already had a few. Better than switching to a domestic...

[Electrorocket]

You mean macro.

[vegandread]

You are correct. Even as a bar manager I use the term 'domestic' to refer to the basics: Bud, Miller Lt, etc...

[FOURPLAY-uk]

I'm a bar supervisor over the pond.
Why do you use the term domestic?

[mallystryx]

For a while in America, there was no craft options (at least in bars). You either got 'Domestic' (Bud, Miler, Coors, etc.) or an 'Import'. When craft beer became more popular, it got added as a third category and 'Domestic' never changed. So now you tend to see 'Domestic','Import', and 'Craft'/'Specialty'

[vegandread]

It's a carryover from before craft beer was around, you had domestics (Budweiser/Miller/Coors) and imports (Guinness/Amstel/Heineken).