Our Thoughts on the Brewing Industry Heading into 2024

 With 2023 coming to a close, the team at Jasper Yeast is already looking ahead to 2024 and making some predictions based on current trends. 

 

With 2023 coming to a close, the team at Jasper Yeast is already looking ahead to 2024 and making some predictions based on current trends.  Our business moves quite closely with the craft brewing industry and we see areas of growth, as well as areas where there is less activity than in previous years.

Lager styles continue to grow in popularity as craft brewers hone their skills to  produce these subtle beers.  Once considered territory of the “big guys,” we now see even the smallest craft brewery producing very drinkable lagers.  Craft lagers' growth is seen in the many crisp Italian pilsners, dry-hopped kellerbiers, clean helles lagers, and malty doppelbocks on tap across the U.S.   The hop focused drinkers and malt-forward fans are all interested in learning more about the classic and modern interpretations in this family of beers.  Another reason lagers are growing in popularity is they tend to be slightly lower in alcohol, and there is a growing trend toward more health conscious drinking as many seasoned craft drinkers are consuming less alcohol  while still seeking unique flavors.

It’s easy to notice the ever growing number of breweries competing for the same population of craft drinkers.  It makes sense to bring in new beer fans by producing beers more in-line with the larger drinking population.  Craft brewers are looking to reach a larger segment of the drinking population and a great majority of the beers purchased in the US are lighter lagers.  Adjunct lagers, brewed with a percentage of rice or corn, will lighten the body, allowing one to produce a beer similar to many macro lagers, but with a craft brewery’s provenance.  These lower abv styles can be much more affordable to produce, placing them firmly in the lineup alongside the much more expensive-to-produce IPA category.  At this point it’s hard to discern whether traditional macro lager drinkers are now drinking locally brewed lagers, or if the surge in lager production is because of the changing palates of Gen X craft beer drinkers.  Either way, interest in lager yeast strains is expected to remain quite high in 2024.  We regularly propagate seven unique lager strains for commercial breweries, chosen based on the flavor, attenuation, and particular flocculation of each strain. Of particular interest is JY258, our High Pressure lager strain that allows breweries to reduce the fermentation time by fermenting the beer under pressure to reduce ester production.

Hard Seltzer is another category that surged during the pandemic and has seemingly found steady footing within the craft brewer’s lineup.  Seltzers have lower residual sugars compared to many craft beer styles and appeal to someone looking for a lighter beverage.  They are a bit seasonal, similar to many wit and hefeweizens, but hard seltzers are unique in that they can easily be flavored with common or exotic fruit extracts and purees to produce a wide variety of flavors.  Some brewers produce higher abv seltzers that are later blended down to make craft cocktail flavors.  Again, this is another instance of brewers looking to appeal to a demographic that has not traditionally supported craft breweries.  Hard seltzers can be quite challenging to produce, as they require the addition of significant nutrients in order to produce a clean, neutral base.  Jasper Yeast’s AntiGravity Warp Feed nutrient blend is the result of many hours of trials and testing to create a clean flavor that helps brewers replace the nutrients in wort that are necessary for proper yeast health and fermentation.  

Hazy IPAs still sell well enough that some breweries can easily serve five or six different versions of “New England” or Hazies on at the same time.  The appeal is undeniable; a fruity, citrus aroma from the dry hopping process, followed by a residual sweet malt character, and almost no perceived bitterness.  Hoppy and higher in abv than many traditional beer styles, many craft drinkers looking for the biggest bang for their buck will always come back to this beer category.  We provide many breweries with JY137, an English strain that is famous for brewing soft, pillowy IPAs that also highlight the hop profile.  Our catalog runs deep for New England IPAs as many breweries are constantly trying to fine tune their most popular beer or create a new iteration.  NEIPAs are here to stay, but there might be some palate fatigue, paired with some brewer-driven interest to innovate and change things up in 2024.  We are seeing the emergence of more West Coast IPAs in taprooms, albeit a much more aromatic, hop forward version of the classic IPA that put many early craft breweries on the map.

Non-Alcoholic beer is another category that should see growth in 2024.  The process for producing a drinkable NA beer is quite challenging for craft brewers, as they do not have the resources or equipment needed to manufacture NA beers on par with much larger breweries.  We are trialing several NA yeast strains with various brewing techniques, including cold mashing to reduce the amount of fermentable sugars.  The finished product should be extremely low in abv, below 0.5%, but still full bodied and exhibiting the characteristics of an ale or lager.  Low abv brewing is a trend to watch for 2024.

Sadly we have seen several breweries close during the last year, and it’s likely to continue into 2024.  States with friendly self-distribution laws will help small breweries reach a wider audience, but in general we are seeing more breweries focus on their taproom experience where they can yield the highest profit margins.  Fantastic, high quality beer is a must, but the pull of beer alone seems insufficient in this competitive climate.  Most breweries are working to provide consistent food options, along with weekly trivia, run clubs, live music, etc.  Expect even more creative ideas for in 2024 as breweries create a that "third space" vibe at their brewery.

We are excited to continue our labwork in 2024 and make sure every brewery has the resources and yeast needed to make the best beer in the new year.

Cheers!