The Future will not be like the Past: Tony Magee, the founder of Lagunitas brewery, on the news that he was selling a 50% stake in the company to Heineken:
The nature of Craft has been on a never-ending curve towards something that it never imagined for itself. In total in the U.S.A. Craft Beer still represents only 9% of all the beer enjoyed. That’s less than one-in-ten. Yet, in places like San Francisco and the Pacific Northwest it approaches and even exceeds 50% of the world of beer. This past February, for one week, our IPA 12-packs were the #1 beer package in the whole of the Bay Area. Number 2 was a big brewer’s 30-packs and #3 was another big brewer’s 24-pack. That kind of thing was not even dreamt about just 5 years earlier. I believe that the West Coast scene is a forecast the rest of the country and even the rest of the world. It’ll take time, but it is entirely possible. So it is that we have worked hard and grown with that opportunity and we have been driven by a spirit of adventure.
That’s insane about the IPA 12-packs being the best selling beer package in all of the Bay Area.