Is the craft beer industry going to pot?
OK, that’s actually a lame joke for what I’m writing about today, but it’s a legitimate query after a report on CNN Business.
Dale Katechis, founder of Oskar Blues Brewing in Colorado, is an investor and leader at Veritas Fine Cannabis, a wholesaler specializing in selling premium cannabis, according to the CNN story.
Katechis joins such current and former craft brewing notables as Ted Whitney, Brian Dewey, and Matt Gamble, all who worked in prominent roles at such breweries as Avery, Stone, Sierra Nevada, 21st Amendment, and Clown Shoes, and who all now hold positions with cannabis companies.
But Katechis is at another level than the other folks: He founded Oskar Blues and revolutionized craft brewing with Dale’s Pale Ale, which led the way in making canned craft beers the norm. Katechis hopes to replicate his success at Oskar Blues, where he is known for innovation and quality.
“When I got a peek inside of Veritas, around every corner, it just whacked me in the head: It reminded me of the early days of Oskar Blues,” Katechis said in the CNN story. “If for nothing else, I want them to grow the way they want to grow, but I might be able to raise my hand and offer some input on all the mistakes we made and keep Veritas from making the same ones.”
Katechis stepped away from day-to-day operations at Oskar Blues and merged with other craft brewers in 2015 to form CANarchy, a company which calls itself “a disruptive collective of like-minded brewers dedicated to bringing high-quality, innovative flavors to drinkers in the name of independent craft beer.” The CANarchy portfolio includes such names as Oskar Blues Brewery, Cigar City Brewing, and Deep Ellum, among others.
Besides the fact that hops are from the same family as marijuana, there also seems to be another parallel between cannabis and beer. Craft beer only started in the late 1970s/early 1980s because until President Jimmy Carter signed legislation to legalize home brewing, there was no way for small brewers to even think about competing with industry giants.
Of course beer itself wasn’t illegal, so in that way it’s different from weed. But cannabis also has the advantage of a ready-made customer base who clearly have embraced buying legal pot. Craft beer, on the other hand, had to build an audience, as many industrial brand drinkers were slow to accept more flavorful brews.
In my city alone, there are several dispensaries already, with more on the horizon. And there are also plenty in surrounding towns. I’ll be interested to see how many survive or even thrive amid a crowded market. Then again, there are plenty of liquor stores, bars and beer halls around and they mostly seem to be OK, business-wise.
I do not use cannabis products, so my viewpoint and knowledge is limited. But it will be intriguing to watch how much the craft brewing industry joins forces with the cannabis world.
