Recently, Craft Beer & Brewing's founder, John Bolton, and Adam Avery of Avery Brewing Company in Boulder, Colorado, discussed new craft beer drinkers. John suggested that it isn’t that some people are going from Budweiser to Avery or other craft beer overnight. “It’s a transition process. I think a lot of the new craft beer drinkers are coming from the fine wine market, and they understand the value of craft beer.”
Adam agreed entirely.
"That’s a lot of the reason why we do this. I mean, we do this because we love to do it, but it also makes good business sense because those are the same people we want as a consumer. We’re looking for somebody who will pay $75 - $100 for a bottle of wine in a restaurant because they know it’s a good vintage. Those are the people who appreciate the time and effort that we put into our beer."