I believe that this has the potential to be a positive merger for we lovers of good beer. IF GI's beers maintain their current quality and variety and InBev markets them as I think they will, the market for smaller brewers beers will increase as well. If InBev spent $40mil as an investment in order to just appeal to the fringe market served by GI, then they have spent poorly. I would expect them to market to the same 16-30 year old demographic that they market to now, but their appeal will be to those that a message of "Don't follow the crowd!" will be effective. Basically, anyone that doesn't fall into the jocks/fratboys/dicks or rednecks crowd. They are already marketed to by the mainstream BMC offerings. What InBev will do is market to the others that see themselves as iconoclasts that would never dain to drink such a "Commoner beer" as BudMillerCoors.
IF InBev markets GI this way then the unformed opinions and taste buds of the next generation of beer drinkers will be more amenable to trying the "Weird beers" offered by your beloved local small brewer. When you get right down to it, the only way to expand the market for the beers we like is by marketing. The "I'm a Craft Brewer" marketing video was a waste because it only preached to the choir. And even then, many in the choir got nauseous. Boston Beer, Dogfish Head and a few others have managed to successfully market themselves beyond the beer geek core, but much more will be needed to support the existing breweries as well as the plethora of breweries starting up now. As it stands today, the market reminds me very much of 1996-97.
Back in the 90's there was a steadily growing market for good beer. The problem was, as today, it was a niche market. Where a community could comfortably support one or two small brewers, seemingly overnight three or four more opened up with no commensurate increase in the market. In many cases all but maybe one failed.
My hope is that InBev's marketing will increase market awareness of "the other beers" and create an increased demand for same. Right now there is a 21 year old contemplating which 6-pack he will buy legally for the first time. In 95% of the places he's likely to be standing he's looking at BMC beers. I agree, the distribution system in almost all states is fucked up. But there he is, looking at BMC. How good would it be for the future of good beer for him to be programed by millions of dollars of marketing to consider a GI IPA or even a Bourbon County Stout? I say it would be great, because once his eyes are opened to the fact that all beer doesn't have to taste as bland as the next brand, he will be more inclined to seek out "the other beers".
And getting the kids open to trying things that aren't in the mainstream is what it's all about for us. Forget about anyone over 40, they are set in their ways. Some in their early 30s are possible converts, but the real market is the 16-30 year olds. Lets face it, your local 7bbl brewer does not have the money to market to the demographic he needs to. If an equally as good brewer opens in the same market, his gross will likely be cut in half. Let InBev convince the market that there is more to beer than Bud Light and they will increase market acceptance for better beer.
Well, that's my $0.02.
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