Trickle down ‘brew’-conomics: Beer Growlers

America’s cup-runneth over when it comes to the fast-growing craft beer industry. And although Atlanta may not be the frothy head sitting atop the industry’s proverbial mug, it is quickly on the rise. In 2013, Atlanta welcomed eight new breweries to its ranks; then just one year later, that number almost doubled when 14 more set up in the Peach State in 2014.

An industry of many branches, craft beer’s reach is far, from breweries on the production end, to the alcoholic version of “retail”, with independently owned beer growler shops.

One such shop is Growler Time, located on Main Street in downtown Tucker, Georgia. Owned and operated by Chris Cordero, Growler Time carries an impressive selection of both local and National craft beers.

Currently there are two wines, two sodas and 31 craft beers on tap, 15 of which are from local breweries. Everything is kept on rotation, which you can keep up with through social media sites like Twitter and Facebook. Patrons can always expect to see something new.

Growler Time FB 1

More impressive than his selection is Cordero’s vast beer and wine knowledge.

For the gun-shy newbie, Chris’ color-coded breakdown makes the daunting wall of colorful taps way less intimidating. “Yellow is gonna be the lighter beers: wits, whites, wheats, pilsners and lagers,” Cordero explained. “The second one is Pale Ales, IPAs and Hoppy Reds. Then I go into the dark [beer], which is blue.  Then purple is seasonal, bigger stuff, and things that fall into different categories, like ryes.”

The need for beer growler sales is especially prominent in Georgia. It wasn’t until recently- despite the exponential growth Atlanta’s craft beer industry has seen over the last few years- that local microbreweries were tightly bound by the red tape of Georgia law, which prohibited them to sell factory-direct to consumers. Since microbreweries cap annual production at 15,000 annually, it is nearly impossible for them to stay competitive and afloat amidst corporate giants like MillerCoors and AB-InBEV.

That – and consumer demand – helped Atlanta’s beer growler market take flight.



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