Word: microseisms
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That may seem like an unusual business credo, but it has apparently worked for Ted Badgerow, 32, the president and co-founder of Real Ale, a tiny brewery that opened last September near Ann Arbor, Mich. He plans to produce about 600 bbl. this year. Badgerow, a former cook, is...
The number of beermakers has shrunk from some 1,500 before the beginning of Prohibition in 1920 to only 42 today, including the microbrewers. Just six Breweries now have 90% of the beer market. But while Anheuser-Busch (1982 sales: $4.6 billion) turned out 59 million bbl. in 1982, none...
The beverages that the micros produce are more akin to imported German or English brews than to Budweiser Miller or other light, pale lager beers. The alcoholic content can range as high as 7% compared with less than 5% for most major domestic brands. "Our beer is richer, heavier, hoppier...
The appeal of the beers, however, is diminished a bit by the price. The little brewers use expensive ingredients and lack the volume to achieve efficient operations. Boulder Brewing beer sells for about $5 a sixpack, for example, compared with about $3 for a premium domestic brand like Michelob. Despite...
At Olympic Sales in downtown Los Angeles last week, an Atari home computer that cost $630 three years ago carried a price tag of $77.95. At Lechmere Sales in Cambridge, Mass., Texas Instruments micros that retailed for $525 in 1981 could be had for less than $100. Gemco stores in...