Way back when in 2016 I was out in Boulder, CO interviewing and photographing Boulder Beer, Avery Brewing and Left Hand Brewing. Not all, but most breweries I talked to were pulling back distribution from East of the Mississippi. At the time it struck me as negative growth, but what we were actually seeing were seasoned breweries realizing the market was shifting. Major distribution models were already struggling and the customers' urge to drink local was changing the dynamic of Craft Beer nationwide. We continued to see rapid openings for another 3/4 years, and some of those companies built strong footprints and taprooms that could weather any storm. However, some were seeing the old strategy for major distribution. This was the perpetual struggle and downfall of some in our industry. We've all looked up to New Glarus and its model of Wisconsin Only. While we may not all be able to strategically hold our entire states, the idea wasn't just about holding a state, but establishing and maintaining a customer base where you could showcase your culture and align with theirs. A lot of successful breweries - almost all of the 9,344 that are still standing - have taken this localization of craft beer to heart. They grew strategically and have placed their products where they know their customers will be. Craft Beer is still alive and well as an industry. It's becoming stronger by the minute, but the industry definitely did shift. However, where a lot of posts will suggest this is a new phenomenon, I'd contend that this strategic adjustment has been playing out well before social media decided to entertain the story.