They’re calling it 20-by-20. It is part of a craft beer mission statement. It’s a craft beer forecast. But what does it mean?
The numbers are a bit hard to find and figure, and nobody wants to go on record, but last I heard, craft beer accounted for just 7 or 8 percent of overall beer sales in the USA. That’s a national number. Here in the Seattle area, that number is closer to 30 percent. I digress. Although 7 or 8 percent may not seem like a very impressive number, recognize that America spends almost $100 billion on beer each year. The Brewers Association (a national organization representing the craft beer industry) recently issued a new mission statement. The BA believes that by the year 2020 craft beer will account for 20 percent of overall beer sales in the USA: 20-by-20.