INDIANAPOLIS — As the U.S. craft brewery market faces a period of stagnation and even decline, the Craft Brewers Conference is set to take place this week at the Indiana Convention Center, drawing attention to the evolving landscape of the industry.
The event is expected to attract between 8,000 to 10,000 attendees, according to Bart Watson, CEO of the Brewers Association. With 550 vendors showcasing their products, the conference will represent brewers from all 50 states and 61 countries. Indiana, home to nearly 200 craft breweries, is experiencing a growing economic impact from the industry, which generates over $1.6 billion for the state. Local breweries are producing a wide variety of beer styles, reflecting the diversity of the craft beer market.
At Upland Brewing Company in Fountain Square, General Manager Nathan Elliott notes the increasing preference for locally brewed beer. “People want to support local,” he said, emphasizing the appeal of neighborhood pubs over large corporate brands. Upland currently offers a selection of 25 locally brewed beers.
However, the craft beer scene in metro Indianapolis has faced challenges in recent years, with several local brewpubs closing their doors. Notable closures include 3 Wise Men in Broad Ripple, Triton Brewing in Lawrence, and Scarlet Lane Brewing in Beech Grove. Despite these setbacks, Watson remains optimistic. “Closings are still relatively low in the grand scheme of the leisure and hospitality sector, and we’ve seen this before,” he stated. “While this is the first year that closings have outpaced openings, we hope the trend will reverse.”
The conference aims to help brewers navigate these challenges by focusing on attracting younger consumers. Watson pointed out that while Generation Z, particularly those aged 21 to 24, have reduced spending on alcoholic beverages in recent years, the demographic remains a key target for craft brewers. “There’s a flavor for every beer drinker,” he said, highlighting the importance of introducing younger drinkers to the wide variety of craft beer options available.
Elliott acknowledged that, like many in the industry, Upland Brewing has seen a decline in beer sales, but remains well-positioned to adapt. “We’ve definitely seen a decrease in beer sales companywide, but what we’re doing to counteract that is by introducing fun, new offerings like the Indy Brew Lab, which will feature Fountain Square-specific brews this summer,” Elliott explained. “We want people to drink local and eat local.”
As the conference draws large crowds, including hundreds of attendees who have reserved parties at Upland Brewing, Watson suggested that anyone selling beer in downtown Indianapolis this week is likely to benefit from the influx of brewers and beer enthusiasts.
While the craft beer industry faces ongoing challenges, the Craft Brewers Conference serves as a platform for innovation and collaboration, offering hope for a recovery and a renewed connection with both local and younger consumers.
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