Man! It’s been a long time coming; since1919 to be exact (see correct date in readers comments below). West Virginia has finally (almost) popped the cap on its very outdated limitation of beer at 6% alcohol by volume. The Governor still has to sign the bill, but he has already said he would support modernization of the beer laws. So yes, West Virginia beer lovers, you can celebrate today if you want to. (Update: Looks as if the Governor will sign this on 5/26)
For most of us beer geeks, we realize the challenges that still lie ahead. I don’t want to rain on the parade or anything, but let’s examine reality here… If you would apply pure logic along with some common sense, it doesn’t take too long to realize that the 6% cap did in fact play a role in limiting beer selection in this state, but it also took on another role as “whipping boy”, bearing the entire blame for West Virginia being a beer wasteland.
The fact is there are so many great beers that fall under the 6% ABV limit; legal for sale in West Virginia today, yesterday and last year and we have seen nary a handful made available to us. Folks, there are fantastic beers like Victory’s Uncle Teddy’s Bitter, which I have had recurring dreams about and only weighs in at 3.8% ABV! Tell me why we haven’t seen beers such as this in WV.
The reason is complex, but it has a lot to do with our market’s size. There are distributors near Cleveland that can reach more beer drinkers in a 40 mile radius than one could if they covered every hill and dale of this beautiful state. This means that breweries weren’t exactly beating down our doors to get in. We are “noise” in the marketplace, especially when you boil it down to the people who will drink craft or specialty beers. I bet it’s less than 50,000 people in the whole state. Sure, the market is growing but so is the number of brewers competing for those palates.
Then there is apathy, mainly on the part of the wholesalers. Put yourself in their shoes. These guys have basically carved up the vast majority of the market into three brands, Bud, Miller and Coors. They have sized their entire operations around maximizing throughput of as much yellow fizzy flavorless lager that they can possibly push through. Why would they want to disturb that gravy train? Their quick remedy is to tease us with Guinness or Newcastle; or they might try to fool us with faux craft brands like Shock-Top or Leinenkugel. The incremental business for them is so small, they can care less…
The market conditions have not changed with the passage of this bill. We are still a state of less than 2 million people spread out in pockets over a rough-hilly and fairly big territory. And, most of us still like fizzy yellow water that they tell us is beer. What about those 50,000 I talked about earlier? Many of them think Yuengling is the second coming!
Oh well let’s hope against hope as we celebrate…. Yay!
(How’s that for pessimism, Workman?)