The rise of craft beer in Michigan is a statewide phenomenon, but what does it mean in northwest Michigan? Here's a look at the local economics of brewing.
Every city or region has something that comes to mind whenever a local or traveler hears its name. New York City has Broadway. Paris has the Louvre. Zimbabwe has Victoria Falls.
For Michigan, it's craft beer.
The entire state is, simply put, a bastion of barley, wheat and hops. Not merely because of numbers--though Michigan does have the fifth most craft breweries in the country--but because of quality. Bell's in Kalamazoo and Founders in Grand Rapids are perhaps two of the state's best-known and enjoyed exports.
But how is craft beer developing even more locally? Say, here in northwest Michigan?
Sure, Michigan craft beer seems strong when sipping on a Bell's Two Hearted Ale, but has the popularity of craft beer spread to smaller corners of the state? If so, has the industry had an economic impact on the region?
For answers, we turn to Matt Cozzens of 7 Monks Taproom on Union Street in Traverse City.
"The More The Merrier"
7 Monks is not a brewery. But as their name implies, 7 Monks is a taproom serving craft beer, primarily featuring locally made delights. In other words, their success relies heavily on the success of craft beer in Northwest Michigan.
Cozzens' story is similar to any other in the craft beer business. Sick of corporate life, Cozzens and his partner Jim opened 7 Monks on Labor Day weekend of 2011 and "haven't looked back since."
"The Traverse City community has really embraced craft beer," Cozzens says. "With all of the breweries forming, it's a fun challenge to always put the best, most unique offerings on tap."
Growth has been steady, according to Cozzens, with the standards to starting your own brewery rising.
"Nowadays, if you're going to start a brewery, the brewer almost needs to be a chemist or have extensive experience because of all the competition locally and statewide," says Cozzens. "Even distribution networks for other domestic and international beer have stepped up their game."
But if you can make it, Cozzens says "the more the merrier."
"Recycling Money"
On the notion of quantity, John Niedermaier of Brewery Terra Firma says the explosion of craft breweries since the early 1990's have only recently caught up to the number of breweries that existed in this country prior to Prohibition. However, Niedermaier points out the obvious, that the American population is much larger now. "Therefore, it's safe to conclude that the market is big enough for all of the existing breweries and still has room for the new ones on the way."
Specifically to the Grand Traverse region, Niedermaier says the "impressive" number of breweries have provided jobs and served as a tourist trade now that Michigan has become synonymous with craft beer.
Cozzens adds the influx of breweries has helped support beer production industries, like the Northern Michigan Hop Alliance. He calls it "recycling money" or simply keeping the money local.
"We've added close to 30-plus jobs alone on Union Street," says Cozzens. "We're increasing business with local suppliers and farms directly."
Speaking of farms, Brewery Terra Firma just so happens to be Michigan's first and only agricultural brewery, which Niedermaier says is being used as a model for brewers and lawmakers "who are trying to do things smarter and safer."
"As a trailblazer amongst the new breed of ultra-efficient brewers, our local patrons and partners take pride in the fact that the Grand Traverse region is the best place for Brewery Terra Firma," says Niedermaier.
7 Monks, too, emphasizes the importance of staying local.
"We're increasing business with local suppliers and farms directly," Cozzens says. "Jobs, including summer ones, are being created, enabling our area to support the heavy tourism fluctuations northwest Michigan continues to receive."
On tourism, Cozzens says travelers used to come to the Grand Traverse region for wine. Now, it's for beer.
DRAFT Magazine has even recognized the region's success, calling Traverse City one of the top three emerging beer towns and naming 7 Monks one of the top 100 beer bars in the country.
Return of the Local Brewery
Now, it would be a mistake to assume Traverse City is the only town in northwest Michigan benefiting from the popularity of craft breweries.
Ludington has Jamesport Brewing Company, Elk Rapids has Short's, Stormcloud Brewing calls Frankfort home, and Petoskey has Beards Brewery and Petoskey Brewing. These breweries might not necessarily be well known outside of their respective towns, but the return of the local brewery is clear.
Not that life was peachy for everyone pre-Prohibition, but it was a time before massive chains dominated the local marketplace. Craft breweries have always and continue to promote community and shopping locally, which is an ideal close to the hearts of northwest Michigan breweries like Terra Firma.
In turn, this creates new businesses, like 7 Monks, that promote and serve locally produced craft beer, thus keeping more money local. Or in Cozzens' words, "recycling money."
Joe Baur is a freelance writer and filmmaker based in Cleveland. He's also the Sections Editor of hiVelocity. You can contact him at joebaur.com or find him on Twitter at @BaurJoe.