It’s the end of a long day, or maybe the start to a fun weekend … you lean back in your chair, hammock, front porch step, wherever, and crack open your favorite brew. Life. Is. Good.

But have you ever thought why your favorite beer IS your favorite? Nowadays, chances are (especially if you are a millennial) you’re drinking the product of one of nearly 10,000 craft breweries here in the U.S. and NOT one of the large traditional beer companies that have been such a significant part of the history of brewing in America (Budweiser Clydesdales, anyone?). And why are the beers that are popular today are so different from those our parents and grandparents enjoyed in previous decades?

Today I’m excited to dive into the takeoff of craft beer brands with Bart Bronnenberg, a professor with the Tilburg School of Economics and Management at Tilburg University in the Netherlands. His study “Millennials and the Takeoff of Craft Brands: Preference Formation in the U.S. Beer Industry” looks at the rise of craft brands, particularly beer, in the U.S. and their impact on the market.