Craft beer boom amid overall decline (2010s)
Craft breweries grew from fewer than 1,800 to more than 8,000 U.S. operations even as total beer consumption fell, winning share from mass-market lagers with variety and local production.
Craft's share of U.S. beer sales roughly doubled over the decade.
The boom eventually oversaturated markets, contributing to closures in the 2020s.
Two Pitchers is pursuing a similar win-from-beneath strategy in a down market, focusing on radlers and $3 pints rather than high-cost barrel programs.
