One Other Problem With The Young White Males…

One of the nice thing about being a child of Scots immigrants who ended up in Nova Scotia is I am quite comfortable not being white or WASP even if I am privileged. Stealth immigrants’ progeny. Growing up in Nova Scotia in the 1970s, I never fully understood some things like the way other Canadians ate. Corn flakes? Coffee? Strawberry jam? We were more into oatmeal, tea and marmalade even if the sun rose over the Atlantic instead of setting. We were in a class with a few others of the similarly situated. One pal who married a lovely English lady later told me that our family was good training for meeting his in-laws. Like them, we apparently were the only people he had met who could all sit around the same room in armchairs reading newspapers or books. Quietly. Drinking cups of hot milky tea. Quietly. Taking turns making it. Quietly.

Which is something I think about when I read about “white people” these days. I used to think that they were just people who didn’t know their great-uncle’s names or why the different sausages existed and meant something. “White” was not a culture so much as an absence of personal family culture. Don’t misunderstand. There was no missing the strong Acadian, Black Nova Scotian, Caper, LGBT, Lunenburg German, Valley Baptist or indigenous Mi’kmaq experiences and their battles for equality in the particular time and place of my upbringing. The fight was so visceral that “white” (that sad default setting) spoke to as much to a fundamental lacking of something core as it spoke to a political and commercial privilege. It was a grey space in a vibrant landscape with robust variety and political tension. But for beer that sort of “white” is now a looming problem without much upside:

“Generation Z marks a turning point, being the first generation to prefer spirits to beer,” analysts led by Javier Gonzalez Lastra wrote in the report. However, one segment of Gen Z still prefers beer to other types of alcohol: white men. For a long time, beer companies only needed to appeal to white men to grow sales. White men have historically made up a hefty part of the American population. They also drink more alcohol on average than women of all races, as well as more than men who are not white.

So… in addition to buying into a systemically discriminatory construct, the persistent dependency on these privileged dolts might have resulted in something of a hollowing out of long-term customer base prospects. Is an unspoken flaw of the “beer people are good people (are people like me)” construct not only the wonky dependency on the heralds heralding  “doot-dah-doooo!” long-trumpetingly from the ramparts of majoritarian bastions but willful blindness to a key expectation supporting those bastions has long been undermined? It’s not so much that beer has failed to be inclusive as it has more fundamentally missed the fact that “white male youth beer culture” will now never again appear in any college level Demographics 101 class syllabus as representative anything like a majority.

The actual majority of the market – and the growing population defining that market – is not white or male or young… let alone “and” and “and”… which is a problem. Like the place I grew up in, it is filled with others who are now off and doing what they feel like freely. Which is good. And which makes me ask… if I was investing in a new crafty brewery in any kind of competitive setting why would I even market to the  white and male and young if I had any interest in surviving into the mid-2020’s? That market has already been locked in and is going to fade. Like the damp corner of a basement carpet that’s where the unwanted saturation is. Why would I not entirely aim my focus on the others, the actual majority? Or, you know, open a craft distillery?