The White Claw impact was felt in full pressure at this 12 months’s Nice American Beer Pageant.

Whereas onerous seltzers weren’t allowed on the present flooring, there appeared to be an elevated variety of lighter alcohol choices blended among the many bourbon barrel aged stouts and Belgian quads this 12 months. And you may count on extra within the 12 months to come back.

Whereas the IPA isn’t going anywhere, at the moment’s alcohol client has completely different tastes than these of some years in the past. And that has some brewers nervous.

“I’m nervous the 21- to 29-year-old demographic, which is the quantity alcohol-drinking demographic, is much less enthusiastic about prioritizing craft beer than the 21- to 29-year-old of a decade in the past,” says Sam Calagione, founding father of Dogfish Head. “There’s plenty of motive why—the proliferation of wellness drinks, coupled with that era is extra well being acutely aware than ours was, so that they’re occupied with energy and the way typically they’re consuming beer. Legalized marijuana is [also] a part.”

Laborious seltzers may not have been permitted on the GABF flooring this 12 months, however you didn’t have to look too onerous to discover a nonalcoholic beer. For the primary time in 12 years, the Brewers Affiliation gave awards in that class, with a number of “no-alc brewers” internet hosting cubicles on the present flooring. And its producers had been there in pressure.

WellBeing Brewing, Bravus Brewing, Two Roots Brewing, and Athletic Brewing had been simply among the nonalcoholic brewers on the present flooring. And Blue Moon creator Keith Villa has launched Ceria Drinks, which makes each cannabis-infused and nonalcoholic beers. Whereas the traces for these corporations weren’t so long as some big-name breweries at GABF, there was particular curiosity amongst competition attendees.

Who’s the viewers for these merchandise? Based on the brewers: all people.

“It’s shockingly younger, notably millennials, who’re pondering of consuming much less,” says John Walker, head brewer and cofounder at Athletic Brewing. “It’s mother and father who’re out with their children. It’s individuals who need to have enjoyable and be social and never pay for it the subsequent day with a hangover.”

Greater brewers aren’t planning to go booze free of their flagships, however they’re paying attention to the development. Avery Brewing, for example, unveiled Pacer IP at GABF, a 100-calorie model of its hoppy mainstream providing.

The frenzy of corporations trying to fill this house, although, may cut back the monetary rewards every sees.

“Definitely the development is for decrease carb, decrease calorie, better-for-you drinks, so the high-sugar, alcoholic lemonades are most likely not going to be what resonates with the patron,” says Ken Grossman, founder of Sierra Nevada. “I feel these are right here to remain, however whether or not it’s going to proceed to develop on the price it has been is difficult to say.”

Grossman says he expects to see the hazy IPA class, which has exploded prior to now a number of years, to proceed to develop. Hazy Little Factor, Sierra Nevada’s tackle the model, is at present rising at over 100% 12 months over 12 months. And the brewer is trying to increase on that base subsequent 12 months.

“We’re making a wild model, a barely bitter model that’s on the way in which early subsequent 12 months,” says Grossman. “We’re doing a much bigger model of Hazy as effectively [a double IPA]. That’s within the works proper now and can be out subsequent 12 months as effectively.”

Past lighter beers and new offshoots of hazy, you possibly can be seeing extra fruit-forward bitter beers as effectively. The Fruited American–model bitter ale class was the third most entered at this 12 months’s GABF awards (topping Pilsners and Double IPAs), with 215 entries.

Sours, although, sometimes attraction to a extra slender viewers. Whether or not there may be broad client demand for these beers or in the event that they’re merely a mode that has caught the flamboyant of brewers who need to make one thing completely different, that idea gained’t be checked out for months to come back.

Extra must-read tales from Fortune:

—A brand new distillery tells the true–and infrequently untold–origin story of Tennessee whiskey
—Bollinger Champagne is launching a 007 limited edition vintage to have a good time ‘Bond 25’
—four James Beard-nominated cooks collaborated to create WhistlePig’s latest rye whiskey
Some of California’s most famous wines got here from a science experiment
Why you’ll never get a fresher beer than right nowFollow Fortune on Flipboard to remain up-to-date on the most recent information and evaluation.



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