Can you believe the Year of Beer project happened 10 years ago? For newer readers, here’s a bit of a background. In 2014 I started releasing a new beer painting every day for 365 days, and writing a blog post about each one, and posting them on social media. That project solidified my career as an artist known for beer art. So, now that it’s 2024, I stopped to think about the beer industry now vs. ten years ago, and how the Year of Beer project would be different, if I were to do it now.
In 2014 there were 3,418 registered craft breweries in the United States. In 2024 we have 9,709 – nearly three times as many! In 2014 canning lines were for established breweries and the printed cans were expensive to order, requiring large runs for flagship beers that would meet expectations of sales. Along came the crowler in 2015, and then about eight years ago everyone started packaging beer in fancy pint four packs. The price of beer went up, but so did the quality and quantity. Glass growlers became less favorable; why fill a 64oz bottle when you could have four portable pints that don’t oxidize the way a growler does? Nobody enjoys cleaning growlers. Breweries still have flagship beers, but the options are so much more diverse with one-off hazy IPAs coming out every two weeks with new artistic labels.
The Year of Beer was so successful, because there were popular flagship beers and breweries with a big following. So when I released a painting of Pliny the Elder, Heady Topper, or Spotted Cow, fans of those beers were delighted! Side note, in 2022 Russian River Brewing asked me to stop selling art featuring its beer labels, despite having given me permission to paint live in the taproom in 2016. The project would be possible today, but I feel it would be a lot less successful, since there are simply too many choices available. Flagship beers don’t have such a strong following any more, since there are so many other excellent options that are easier to get. Beer is dramatically more expensive in 2024 than it was in 2014. I actually haven’t bought any beer yet this year, since I stocked up for New Years Eve. In 2014 the average price of a six-pack was around $8, now it’s about $12. And this is for regular shelf beer bought at a liquor retailer. Beer at specialty shops, or at breweries costs more. Patrons don’t blink an eye as they shell out $18 – $24 for a fancy four pack. Meanwhile, Gabe Fletcher of Anchorage Brewing Company finally hit $100 a bottle on Tavour for his world famous barleywine called A Deal with the Devil. In 2014 we used to buy it for 22 bucks for twice as many fluid oz!
The world is changing, and beer has been elevated to a higher status. People respect the juice of the barley more than they ever did before. New flavorful hops have evolved and beer is an entirely different product than ever before. I feel that Hazy IPA had its heyday a few years ago, and although it will always be a popular brew, west coast IPAs are back in fashion along with the new rage, cold IPA. What threw me for a loop is the gluten fearful people who all feel they should be drinking seltzers. I would rather drink a Natural Ice around a campfire any time over a White Claw.
I will always remember 2014 fondly as one of the best years of my life. I started painting live at breweries that year, met so many wonderful beer lovers all over the world online, and in person. Some of them are still good friends to this day! I traveled to dozens of different breweries, and traded beer with many patrons of beer art. Some breweries even mailed me hoodies, hats, and other fun merch!
There are still a few originals available at my Etsy shop, and prints. Keep in mind that I love to make commissions of your favorite brew. Whether it be macro, micro, craft, home-brewed, or even a wine or a seltzer. Let’s keep enjoying and see where the industry goes! Cheers, and thank you for following my beer art career all these years, and for all your support!
Real Art Is Better! 