Brewers try to keep up with trends

Wisconsin craft brewers are trying to find ways to keep people interested in their product. Beer sales have been down in recent years, including just over 9 percent for craft brewers in 2020 according to the Brewers Association. A focus on health and wellness is partly to blame for the switch from beer to other beverages like hard seltzers and pre-made cocktails. One trend that is pushing through is beers with a heavy fruit presence like milkshake IPAs, shandies, and lambics. Bridge Up Brewing Company head brewer Trent Snyder has dabbled with blueberries and other fruits with his beers in the past. He believes the evolution of hop varieties plays a role.

Snyder says people are also asking more about non-alcoholic and gluten-free beer options.

He admits as much as he would like to dabble in more of the growing trends, he does not have the brewing capacity while keeping up with the demand of his core brands like Knee High Cream Ale and Escarpment Pale Ale. Snyder will leave those options to other breweries and try to feature them in Bridge Up’s Sturgeon Bay taproom and the recently opened Cherry Hut south of Fish Creek.

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