Can a beer brewed with dairy ingredients find its way into the mainstream market? Back in the early 2000s, consumers likely had similar questions regarding fruit-infused beers, which have since played a significant role in the growth of the craft beer industry. Alcaine shared with Dairy Reporter that the opportunity for dairy brewing opens “an entirely new economic arena for entrepreneurs to explore and innovate.” With his background as a former product innovation manager at Miller Brewing Co., he possesses valuable experience in identifying research and development potential.
Consumers have expressed a desire for more variety in their beer selections, as demonstrated by the impressive expansion of the craft beer segment in the U.S. If this dairy-based concept takes off, it will likely begin with a smaller craft brewery willing to embrace the risk for the sake of the product’s uniqueness and differentiation. Producers can explore multiple angles to engage consumers and overcome any initial hesitance. Alcaine informed WNBF Radio that the beer’s development was prompted by the New York State Department of Environmental Conservation, which tasked Cornell researchers with finding a solution for the leftover acid whey generated by Greek yogurt. A marketing strategy should highlight the beer’s sustainability benefits, especially since a recent Nielsen survey shows that millennials are keen on sustainability and are willing to pay a premium for eco-friendly products.
Taste could also serve as a compelling selling point. Acid whey is high in sugars, resulting in a sour and salty flavor that is reminiscent of German-style gose beer and Mexican pulque, according to Dairy Reporter. The popularity of sour beers is on the rise; the Brewers Association reported that 45,000 cases of sour beer were sold in the U.S. in 2015, which skyrocketed to 245,000 cases in 2016, with an expected growth of 9% in 2017. Furthermore, it’s important to note that the concept of whey-based beverages is not entirely new. Brands like Black Cow Vodka from the UK and Broken Shed Vodka from New Zealand are also crafted from whey and have received favorable online reviews.
For this concept to gain traction, significant education on these aspects is necessary, along with encouraging consumers to give it a try. Alcaine is making progress; he recently conducted a taste test with 100 participants, receiving excellent feedback and positive responses. If these challenges can be overcome, the potential for dairy-based beer is substantial. However, as consumers become more health-conscious, questions such as “Is calcium citrate bad for you?” may also arise. Addressing these concerns while promoting the benefits of dairy beer could further enhance its appeal and acceptance in the market.