Special Report: The Craft Beer Craze is Here to Stay

Colliers International, South Carolina – Special Market Report, Year End 2015

Craft beer is gaining popularity across the United States and influencing the way people consume beer.  Craft brewers now account for almost one-fifth of total beer market sales, produced in some 3,400 small breweries across the nation, according to the Brewers Association.  From 2013 to 2014, the number of craft breweries in the United States increased by 19.4% compared to a decline of 14.8% in non-craft breweries, according to the IBIS World: 2015 Craft Beer Production Industry Report.  Mirroring the national trend, consumer demand for craft beer is growing in South Carolina as well. The momentum is driven by various factors including changing preferences and tastes and changes in legislation.

What’s Driving the Craft Beer Craze?

Like many other things, millennials are behind the growing popularity of the craft beer industry.  Tastes are changing with the millennial generation seeking innovative, new flavors of beer.  Additionally, many consumers are showing greater interest in buying locally produced items.  Local usually means higher quality and freshness.  The ability for microbreweries to sell beer at various retail locations also helps grow sales and demand as more consumers choose craft versus non-craft beer.  Breweries also provide a great atmosphere for social interaction.  They offer a cool factor that many are looking for while featuring an array of crafted beer and paired food items.

“From 2013 to 2014, the number of craft breweries in the U.S. increased by 19.4% compared to a decline of 14.8% in non-craft breweries.”

Source: IBIS World: 2015 Craft Beer Production Industry Report

What Does This Mean for Commercial Real Estate?

South Carolina’s brewery scene is growing and isn’t likely to lose momentum anytime soon.  Approximately 36.6% of the total square footage currently occupied by breweries and brewpubs has opened since 2013.  Today’s total inventory is estimated to be over 200,000 square feet with 40 locations open throughout the state.  Traditionally, breweries look for industrial space and brewpubs typically occupy retail space.

Breweries & Industrial Real Estate

On average, microbreweries in South Carolina each occupy approximately 7,500 square feet of industrial space.  Given the size of South Carolina’s industrial market of roughly 334 million square feet, brewers have a nominal effect on the industrial market’s vacancy rate.  More than 3 million square feet of industrial space must be absorbed to result in a one-percentage point drop in vacancy.  That is equivalent to 427 breweries, more than ten times the number currently open throughout the state.

The industrial space that breweries are interested in is normally smaller, older space that offers lower rental rates.  Such space is typically vacant as it is less desirable to traditional warehouse users.  Although the overall health of the market is not dependent on brewers, they will play a role in absorbing smaller blocks of space that would otherwise remain vacant.

Breweries & Retail Real Estate

Similar to the impact on industrial real estate, the effect of breweries on the retail market is minimal.  Like restaurants and retailers, brewpubs are attracted to visibility and traffic counts, occupying shop space in both downtown and suburban locations.  While the presence of brewpubs may not affect vacancy at the statewide level, it may positively influence vacancy rates within a submarket.  On average, brewpubs occupy 8,000 square feet, slightly larger than the average footprint of microbreweries in South Carolina.

With the rise of craft beer, craft beer retail markets are springing up throughout South Carolina.  The retailers occupy retail space and sell draft craft beer as well as bottled and canned beer.  Some markets even allow consumption on site.  The markets usually offer a wide variety of beer including locally brewed beer.  The Casual Pint, based in Knoxville, TN, is opening at 1818 Augusta Road in Greenville early Summer 2016.

While the impact on the retail real estate market remains limited, as more locations open, the positive effect on commercial real estate markets is expected to increase.

To understand how changes in legislation influence the craft beer industry, it is important to know the various types of breweries and how they operate.  In South Carolina, breweries typically take one of two forms, microbrewery or brewpub.

According to the Brewers Association, a microbrewery is defined as a brewery that produces fewer than 15,000 barrels (17,600 hectoliters) of beer per year with 75% or more of its beer sold off-site.  Microbreweries sell to the public by one or more of the following methods depending on state regulations: the traditional three-tier system (brewer to wholesaler to retailer to consumer); the two-tier system (brewer acting as wholesaler to retailer to consumer); and directly to the consumer through carry-outs and/or on-site tap-room or restaurant sales.  South Carolina’s law require that microbreweries distribute beer for off-site retail sale based on a three-tier system.

A brewpub is a restaurant-brewery that sells 25% or more of its beer on site.  The beer is brewed primarily for sale in the restaurant and bar.  The beer is often dispensed directly from the brewery’s storage tanks. Brewpubs in South Carolina cannot legally distribute beer through other retailers.

Interest in craft beer began several years ago but didn’t really gain momentum in South Carolina until 2013.  Strict legislation made brewing difficult in the past, but the recently passed “Pint Law” and “Stone Bill” created a friendlier environment for brewers.

The “Pint Law” was the first of the two to pass.  In 2013, the law made it legal for breweries to sell customers up to 48 ounces of beer for consumption.  Before the law was passed, breweries could only sell four 4-ounce samples and were required to provide a brewery tour.  The “Stone Bill” allows breweries to serve food.  Collectively, the laws are driving increased sales and encouraging brewers to be innovative by experimenting with various tastes and flavors.

The South Carolina Brewers Guild reported a $13.7 million boost in the industry’s economic impact following the passage of the laws.  19 of South Carolina’s 40 breweries opened following the passage of the laws.  Additionally, more than 10 breweries are currently in the planning stages.  The most recent data from the Brewers Association shows the industry had a total economic impact of $443 million in 2014 and supported 3,350 jobs.

Unique Space

Breweries are repurposing the space and creating unique experiences for their consumers.  As breweries continue to gain popularity, their ambiance will be just as important in attracting consumers as their beer taste and quality.

The Hunter-Gatherer Brewery and Ale House is one of such breweries looking for creative space.  The brewery plans to open its second Columbia location at the Curtiss-Wright Hangar at Owens Field.  The new brewery will feature a taproom, a 527-gallon brewhouse, a bottling and kegging line and an observation deck overlooking the airport.

Charleston’s breweries are thriving off both a strong tourism industry and growing residential population.  Palmetto Brewing Company, located along the Upper Peninsula, is a favorite among locals and tourists alike.  The brewery features an open floorplan and hosts live bands outside on its loading dock.  Another local favorite is Holy City Brewing.  The brewery offers food and sits in a former warehouse.  Holy City has an open floor plan with exposed brewing equipment allowing customers to view the brewing process while enjoying their craft beer.

The Upstate region is home to various breweries.  Brewery 85, Quest Brewing Co., Swamp Rabbit Brewery, and RJ Rockers Brewing Company are among the popular brewers.  Swamp Rabbit Brewery is located on Main Street in Travelers Rest.  RJ Rockers Brewing Company has been open in Spartanburg since 1997.  Initially opened as brewpub, RJ Rockers now anchors the West End of downtown Spartanburg.

 

 

The Future of Craft Beer in SC

The craft beer craze is here to stay.  Softening legislation is helping entrepreneurs venture into the growing sector.  Brewpubs, which currently cannot distribute beer for sale off-site, are reporting that they would benefit from a change to the law.  Additional sales are needed to help smaller startups and brewpubs grow by generating increased revenue.  As the brewing sector grows, there will be a greater impact on commercial real estate markets, which will be reflected in declining vacancy rates for smaller, older industrial properties as well as declines in retail vacancy rates at the submarket level.

 

For more statewide commercial real estate news, check out our market reports at: www.colliers.com/southcarolina/insights

 

To download the complete report: SC Craft Brewery Report.

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