“Discovery of new beer styles by consumers is a microscopic reflection of market trends that are influencing the entire brewing industry”

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A stout looks nothing like the Corona or Budweiser from my youth. The flavors are completely different; slightly roasted, almost coffee-like flavors and a smooth mouthfeel were far from what I expected beer to taste like. In preparing for this project, I realized that so much of the brewing industry is dependent on experiences like the one I had; more people enjoy beer than they allow themselves to believe. Discovery of new beer styles by consumers is a microscopic reflection of market trends that are influencing the entire brewing industry.

Eric Ortega, “The Golden State of Brewing; California’s Economic and Cultural Influence in the American Brewing Industry” (Master’s thesis, California State University, Fullerton, 2015), 4.

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