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With an over-crowded beer market and a dizzying amount of beer choices for consumers, staying up to date on trends is more important than ever for many breweries. While recognizing and following emerging trends is integral to survival in the beer industry, predicting and creating trends is an entirely different game. How does one go about doing this? What do beer trends mean to consumers? Does any of this matter in the long-term? The answers to these questions may hold the keys to success in an increasingly competitive market. My name is Jake Endres, co-owner and head brewer at...

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