Bill Matassoni

“Since I retired and Pamela closed her office in New York a few years ago, we have fallen into the habit of splitting a six-pack of beer every morning—Elephant beer from Denmark. I’ve lost about 10 pounds. I have no idea why. Now, I’m not saying that a morning beer diet is for everyone, but maybe there is a sizeable segment of beer drinkers out there who like real beer and could be persuaded without much trouble that it’s nutritious, even a health food. Is this a new dimension for the beer market? For alcohol in general?

You might be skeptical. Maybe most beer drinkers would be. But think about the evolution of the beer market. It used to be national and local. Bud and whatever local beer was available. Then there were a few regional beers. Rolling Rock, Coors. Light beer was the first significant new dimension and segment. The appeal was not quite about health. It was pitched as “less filling” more than fewer calories, but both were selling points. Currently, the new dimension of the beer market is called “craft,” a follow-on to microbreweries. That means very local, not quite organic, small and special. An India Pale Ale from a place down the street.”