Dive Brief:
- More than 651,000 jobs supported by the U.S.beer industry will be lost by the end of the year due to the coronavirus pandemic, according to a report released by theBeerInstitute, the Brewers Association, the NationalBeerWholesalers Association and the American Beverage Licensees. The job losses include more than 3,600 brewing jobs, 1,800 distributing jobs and 400,000 retail-related jobs.
- The report also forecast the pandemic will result in retailbeersales declining by more than $22 billion by the end of 2020.
- Coronavirus是影响啤酒行业的最新挑战，它观看了销售秋季2019年2.3％，其第四次跌幅下降，国内酿酒率下降3.6％。虽然公司已经投入非酒精啤酒或饮料，如硬塞尔特策，但他们在其签名产品中没有足以抵消更大的下降。
潜入洞察力：
The U.S. economy as a whole has seen millions of Americans lose their jobs as the coronavirus shutters everything from restaurants and stadiums to movie theaters and concert venues. One of the hardest hit is beer, which serves these and other establishments around the country. Without sales to these businesses, beer companies must largely depend on retail sales and the growing popularity of e-commerce to get their products into the hands of consumers.
但是，在他们的研究中指出的啤酒团体在行业中的大流行后的影响延伸到酿酒商本身之外，延伸到最终分配和销售产品的那些企业家。为了强调其价值，业界在2018年指出,America’sbeer industry supported more than 2.1 million jobs, contributed more than $328 billion to the U.S. economy and paid nearly $59 billion in taxes annually.
If the beer industry's data is correct, the loss of thousands of jobs could have a sweeping long-term impact on an industry that has seen growing competition from spirits, hard seltzers and other alcoholic-infused beverages like coffee. In the case of the more than 3,500 brewer jobs estimated to be lost from the pandemic, that could significantly curtail creativity, especially among smaller, locally owned businesses, and limit availability of beers across the country.
啤酒行业挣扎的一部分是近年来繁殖的啤酒行业，这是由于其提出的新风味与消费者可以在当地的Brewpubs，Taprooms和社区活动中进行采样和购买的巧妙品牌。随着这些事件推迟或商业有意义地缩减，即可在一年中丢失工艺的主要竞争优势。
“我们从来没有面对这样的事情。这是前所未有的。绝对前所未有，”Charlie Storey, president atHarpoon Brewery, a craft operation making beer in Boston since 1986,在5月说。“我们正在尽我们所能骑暴风雨。”
啤酒行业一直在分支为其他类别，以抵消核心产品困难。Molson Coors Beverage recently rolled out一套非酒精产品including a full-flavored seltzer with added probiotics and a plant-based, diet soda. And AB InBev's Anheuser-Busch earlier this yearreleased a Bud Light Seltzer作为更大推动的一部分，将额外的1亿美元投入到硬塞尔特策类别中。
But for these and other companies, if they have fewer places to sell these products it becomes even harder for them to compete regardless of what they have in their portfolio.电子商务一直是业内许多人的福音as consumers have warmed to the idea of getting their beer and other alcohols sent straight to their homes. It's possible the pandemic will encourage major beer player to become more active in this area, but state laws can make that a challenge.
一些公司甚至让消费者成为一种快速的方式来制作自己的啤酒，如果消费者继续在家里度过更多时间，那么可能是有利可图的大道。饮酒机构，2017年在AB inbev和Keurig博士之间建立的伙伴关系是与洛杉矶的金色道路酿造合作提供四个小麦酿造。尽管这些提供了诸如迄今为止的行业的明亮斑点，但与其他行业一样，啤酒行业可以做些很少的事情，以便在冠状病毒大流行是一个遥远的记忆之前。
