I'll compare the craft beer scene with the biking scene. The people that are really into biking will talk about it with like-minded people. They will research, plan, look for new and interesting places to ride, buy the newest shiny bits. They aren't as likely to ride a Trek or Specialized - the two biggest brands of good bikes. But Trek and Specialized will send hundreds of thousands of bikes.
People into craft breweries will do many of the same things. They aren't as likely to drink Sam Adams or New Belgium, but thousands and thousands of their more casual beer drinking friends will.
People into craft breweries will do many of the same things. They aren't as likely to drink Sam Adams or New Belgium, but thousands and thousands of their more casual beer drinking friends will.