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w w w. v w m m e d i a . c o m N o v - D e c 2 015 | V I N E YA R D & W I N E RY M A N A G E M E N T 1 0 5 space," Parsons said. "So why not listen to the craft beer indus- try, which is stealing market share definitely from domestic beers, but also probably from wine, as well?" GO BROAD, BUY LOCAL As craft beer continues its bull- ish rise – growing annually despite an overall flat domestic beer indus- try and even nipping at the heels of the domestic wine market – many winemakers are taking note to see how small and regional indepen- dent craft brewers are creating and sustaining such a big buzz. There are currently about 3,700 breweries in the United States, the majority of which are small, inde- pendently owned craft breweries. According to the Brewers Associa- tion, craft beer accounted for 11% of national beer sales by volume in 2014, and about 22% of the $101.5 billion in overall annual beer sales. in the heart of the city and with a similar business model. B e y o n d a e s t h e t i c s , P a r s o n s has taken cues from the craft beer industry in other ways, including kegging wine – a move that helped get The Infinite Monkey Theorem wines into many restaurants around town – as well as installing a small canning line and offering single- serve four-packs of lightly carbon- ated blends. And the industry is taking notice. The winery is opening a second location in Austin, Texas, and its canned wine soon will be stocked in Whole Foods Markets through- out the country. It also has been approached by several top wineries with questions about canning wine or interest in co-packing for the Denver market. "You have to differentiate your- self to stand out in an industry that's saturated with more than a million brands competing for shelf Ben Parsons of Denver's The Infinite Monkey Theorem took a page from craft brewers' book in creating the concept for his urban winery. CELLAR TO KEG TO GLASS Pro-Line Wine with dedicated dual-temperature zones: One for whites (45˚ F) and one for reds (55˚ F). Serve wine at the optimal temperature the vintner intended! Keg wine is a great value with minimal waste and stays fresh until poured. TAP INTO THE POTENTIAL OF WINE ON TAP. 866-327-4159 | www.micromatic.com