of malting barley growing in the U.S. will be used by craft brewers
of U.S. adults live within 10 miles of a craft brewery
craft breweries in the U.S. (far exceeding the rest of the world)
As U.S. craft brewers continue to gain market share, the volume of all-malt styles of beer brewed will increase exponentially. The supply and variety of craft barley can’t keep up with demand. LCS has a solution.
As brewers seek to craft more specialized beers sourced with more local ingredients, barley has become an essential part of the conversation.
As large breweries expand their specialty beer selection and craft breweries continue to gain market share, demand for craft barley has reached critical mass. Maltsters are leading the way, demanding specialty barley varieties, offering brewers premium malt. LCS Genie’s inclusion in the American Malting Barley Association’s list of recommended malting barley varieties has piqued farmers’ interest. Consumers are gaining a greater awareness of the importance of barley. They’re starting to demand and will pay a premium for beer that is grown, malted and brewed locally.
Toolbox Creative helped LCS craft an identity for the Acres to Ales initiative to address demand for unique, flavorful craft barley varieties. Boiling high-tech breeding science and complex supply chain structures down to pint-sized, tasty consumable servings was no small task — but sampling the end product kept us inspired throughout the process.
The Acres to Ales initiative launched locally (naturally) in 2015 with a tap takeover event, bringing together fourteen local breweries, maltsters, farmers, brewers and consumers — all to share a pint brewed with LCS’s Genie malting barley.
Starting with LCS’s superior seed genetics — breeders, farmers, maltsters and brewers took the seeds from grain to glass, plant to pint, acres to ales. Cheers!
The Acres to Ales initiative is growing rapidly. As demand for craft barley continues to increase in the U.S. market, LCS is in an enviable position: first to market with a superior product and significant buzz. We’ll drink to that.
“It’s a really nice malt—and it is now literally being grown just down the road. I like knowing that if I have an issue or a question, I can go directly to the source instead of dealing with multiple supply chains.”
See how our Brand Engineering process helped LCS build a burgeoning brand.
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