There is one last frontier remaining for the craft beers of the world…the wedding. Imagine my horror this past weekend when I went to the open bar—featuring what some would call top-shelf liquor—for a beer only to discover that my options were limited to Budweiser, Bud Light, and Heineken.
Of note is that the couple getting married are craft beer drinkers and the groom even spent some time working in the tap room at Great Lakes Brewing Company in Cleveland, so these are people who are known to drink an IPA or two.
The willingness of wedding caterers to offer craft beer is something that will have to overcome their fear of failure. They are operating under the principle of not failing versus succeeding wildly. People go to weddings and remember seeing a couple get married, visiting with family, watching some middle age men dance quite awkwardly, and waking up the next morning with a trip staring them in the face. Having a truly memorable culinary experience is pretty far down the list, so the caterer just tries not to be a failure.
It is a shame because these events represent a great opportunity to increase craft beer’s reach into the marketplace. One, people spend a lot of money on weddings. Two, the cost of failure for a consumer at a wedding is low so they are apt to try something new. Three, who wants to be limited to choices like Budweiser, Bud Light, and Heineken? Especially after you have spent the afternoon before the wedding enjoying a Burning River IPA.
The only place where I have seen craft beer crack the wedding bar is in Wisconsin where the wedding organizers feel it is a patriotic duty to have a keg of New Glarus’ Spotted Cow on tap for all of the out of town guests to enjoy.