Craft beer keeps fighting the battle to give consumers fresh new product ideas and a place to enjoy the craft. In one year, I have seen research on beer from every imaginable perspective. Recently there seems to have been a flurry of media reports on issues from reduced beer sales, craft beer losing market share, and consumers turning away from alcohol drinks for wellness and lifestyle reasons. But yes, there has been a downturn in overall beer sales at the larger breweries, but craft beer has held its own. Surprisingly so reporting does note craft beer is not a five-alarm health crisis.

Are any other beverage products even more of a health issue and still not reported with the same intensity as beer? What about sugary drinks which lead to obesity, and which is a real health issue? An easy comparison in analyzing how beer is perceived in the marketplace is to look at marijuana and how the media covers it. What specifically is the issue of beer versus marijuana as a media cause célèbres? If the storyline relates to health and wellness issues (the major discussion points with beer), then factually speaking there are more social and health concerns with marijuana. As another example, it was not long ago that red wine was touted as having health benefits. Not anymore. So, what changed?

Given time and money any endeavor or product can be found to precipitate a health issue. Have you ever read warnings on aspirin or cholesterol medication? Just read any over the counter or prescription side effects warnings.

Absent perpetual reports in the media about the ills of marijuana, it could be assumed there are minimal issues regarding marijuana’s impact on health. A January 2024 Pew Research Center survey found that around 90% of Americans believe marijuana should be legal for either medical or recreational use. I would assume therefore that there is extraordinarily little concern about marijuana.

Conversely, there are significant efforts underway in the United States to curb alcohol consumption. Various organizations and initiatives are focused on reducing alcohol misuse and promoting healthier drinking habits. Here are some key points concerning these public relations activities:

National Institute on Alcohol Abuse and Alcoholism (NIAAA): The NIAAA has outlined a Strategic Plan for Fiscal Years 2024–2028, which includes goals to prevent and reduce alcohol misuse and alcohol use disorder. This plan emphasizes research and public health initiatives.

Centers for Disease Control and Prevention (CDC): The CDC has developed state fact sheets that highlight the public health problems associated with excessive alcohol use. This initiative aims to inform and guide state-level interventions.

Changing Public Attitudes: Recent surveys indicate that more Americans are actively trying to reduce their alcohol consumption. In 2024, over 41% of respondents reported efforts to drink less, marking an increase of seven percentage points from the previous year.

Updated Alcohol Consumption Guidelines: Guidelines derived from some research recommend limiting alcohol consumption to two drinks or less per day for men and one drink or less per day for women. Such research seems to have been accepted at face value.

Overall, these efforts indicate a concerted push towards reducing alcohol consumption relative to its associated health effects and reinforcing the shift in public health priorities and societal attitudes towards drinking. At some point, one might ask if the government could eventually initiate a beer rationing card for the assumed good of the population.

Seems like a bit of a conflict when we consider that seventeen states only allow people to buy alcoholic products from state-owned stores. Can anyone think, “monopoly”?

It is accepted that comparing the health effects of marijuana and beer is complex, as they impact the body differently and have unique risks and benefits. Here are some key points to consider after reading online documents on the subject:

Marijuana

Potential Risks: Long-term use can affect lung health (if smoked), cognitive function, and mental health (anxiety, depression). It can also lead to dependence by some individuals. Marijuana can impair motor skills in operating a vehicle or equipment.

Therapeutic Benefits: Some studies suggest benefits for chronic pain, anxiety, and certain medical conditions. Not proven within the general body of research.

Legal and Social Factors: Legal status varies widely, affecting access and stigma. Oregan sells retail marijuana.

Beer (Alcohol)

Potential Risks: Drinking in moderation (currently assumed to be two beers per day) may carry lower risks, but excessive consumption can lead to liver disease, addiction, and increased risk of accidents and injuries.

Cardiovascular Effects: Some research indicates moderate alcohol consumption might have certain heart health benefits, but these can be outweighed by the risks.

The media coverage of the effects on the health of recreational marijuana users is significantly less than that of beer and spirits.

If we explore how politics, culture, media, and academia look differently at marijuana versus beer, here are a few perceptions from the media. Press coverage of beer and marijuana often reflects societal perceptions and the associated hazards of each substance. The following are my empirical observations on the subject.

Media Exposure and Substance Use: (Not relevant but interesting fact.) Research indicates that exposure to music is linked to marijuana use, while exposure to movies is more associated with alcohol use. This suggests that different forms of media may influence perceptions and behaviors regarding these substances.

Public Perception of Hazards: A study highlighted that alcohol is often perceived as “moderately dangerous,” whereas marijuana is viewed as “not very dangerous” to “somewhat dangerous.” This disparity in perception can lead to differing levels of media coverage and public discourse.

Trends in Usage: Recent reports indicate that for the first time, Americans are using more marijuana than alcohol daily. This shift in usage patterns may eventually influence media narratives, potentially leading to increased coverage of marijuana relative to alcohol.

The question now becomes, how might the craft beer industry add this discussion to their mix of issues that must be dealt with daily in running a successful brewery? The most obvious point is to be aware of how the media positions information surrounding beer, relative to wellness and lifestyle issues. To point out another anomaly, in the 1980’s doctors recommended only consuming two cups of coffee daily. Today researchers say there are benefits to coffee as an antioxidant. The point is, to be prepared for these discussions.

Here is an interesting quote from the NIH concerning beer and obesity. Individuals who frequently drink moderate amounts of alcohol may enjoy a healthier lifestyle in general that may protect them from weight gain.” Published by the NIH, Alcohol Consumption and Obesity: An Update by Gregory Traversy, Jean-Philippe Chaput

This is an interesting final fact from an October 22, 2024, article in the New York Post by Elizabeth Hunter. A woman in the UK who just turned 105, was asked what her secret to living a long and happy life was, she said: “Drink Guinness and don’t marry!” She drinks at least one pint daily, and her Imperial pint equals 19.2152 U.S. ounces.

Our problems with the beverage alcohol market in the U.S. are minor compared to what is happening in the UK.

In the UK, pubs have a new battle on their hands. The pubs are concerned with the increasing number of negative health reports on alcohol, as well as a strong commitment to wellness trends. Some organizations, including the World Health Organization, have warned against even moderate levels of alcohol consumption.

For perspective, there was a recent article in The Telegraph by Christopher Snowden raising the alarm about the impact of the temperance movement in Britain on the decreasing number of pubs. “In the first six months of 2024, pubs were closing at the rate of fifty a month. The total number of pubs in Britain has fallen by 14 percent since the start of the pandemic. There is a growing feeling in England, especially amongst the political and government health agencies, that there is no safe level of consumed beer and thus, there is a needed campaign to attack the alcohol industry. Historically, the UK Pub is emblematic of the British culture.

Bottomline, the goals of the Institute of Alcohol Studies in the UK are to foster alcohol advertising bans, initiate scary warning labels, call for ever-higher taxes, and increase prices all along the distribution chain. Making beer less accessible to the population will strike at the heart of most pub-goers. As an aside the temperance movement in America got its start in England.

Well, glad to get that off my chest. Just want to keep the discussion honest.