Last week, The Boston Globe shined a light on Alchemy & Science, a shadowy subsidiary group of The Boston Beer Company (the parent corporation of Sam Adams and far and away the country's largest craft brewer) that's been quietly gathering steam since 2011. The mission: sell more beer. Duh. That's always the mission.
The method, though? Operating with the blessing & financial backing of the Sam Adams empire, Alchemy & Science has pulled four brands under its umbrella: Coney Island, Angel City, Traveler, and Concrete Beach. Those first two are craft breweries that it acquired; the the latter two are labels developed in-house. With BBC's well-developed infrastructure, A&S is getting set to take these brands national, where they can quickly achieve scale and compete against local competition. In other words, the craft industry's biggest player is quietly pulling a move that's straight out of the playbook of big boys like Anheuser-Busch/InBev & MillerCoors.
Alchemy & Science represents a growing trend in the industry, and its success (or failure) will have implications with how craft beer does business. Let's break down four big reasons why.