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How Do New Breweries Break Through?

I finally got around to reading the new Willamette Week Beer Guide over the weekend, and one thing really jumped out at me. There are so many new breweries. A lot of them are in places that heretofore have been under-served, like Southwest Washington and the areas west of the Willamette River. That makes sense and is what you’d expect as the market matures.

Names rolled by: Ancestry (Tualatin), Awesome Ales (gypsy), BackPedal, Brewed by Gnomes (another gypsy), Drinking Horse (Clackamas)–and that’s just through “D.” There are a few fanatics out there who manage to keep track of every new brewery opening, but beyond them, who will have heard of these? As I read the descriptions, I was reminded that I’d heard of some of them–BackPedal in this list–but that actually made the sense of dislocation even greater. The brainpan can contain only so much information, and then new info just flows out of my ears to be lost forever. It’s not enough to catch my attention, you have to keep it–which …

Source: Beervana

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