From Fads to Favorites: The Illusion of Trends in Craft Beer

June 25, 2025 | Frances Tietje-Wang

Summer is upon us after a jarring first half of 2025 that has left the brewing industry in more uncertain terms than ever before, looking to the next half with a perspicacious eye. The sheer volume of the unknown with global politics is not helped by a 4% segment drop in 2024, according to statistics put out by the Brewers Association. Instead of trying to peer into a crystal ball, let’s discuss something that is somewhat more tangible: the psychological trap that brewers, consumers, and industry experts fall into, known as the End of History Illusion. 

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