It’s not a good time to be in the beer business. But it’s especially not a good time to be in craft beer.

You’ve certainly been hammered with stats about how people are drinking less and seeking out no or low-alcohol alternatives. You’ve been blitzed by the arrival of hard seltzers and other RTDs. News of cannabis’s rise in popularity and overtaking booze has plastered your social feeds and friend groups. Your own discretionary fun-funds have wasted away to nothing, and the pandemic tanked us with hard living and increased rates of excessive drinking and alcoholism—so, yes, of course, we’re all trying to be just a skosh healthier.