Iindleko zokwenza ibhiya ziyenyuka. Ixabiso lokuyithenga liyenyuka.

Ukuza kuthi ga ngoku, abenzi botywala baye bathatha kakhulu iindleko zebhaloni kwizithako zabo, ezibandakanya ibhali, iinkonkxa ze-aluminiyam, ibhodi yephepha kunye nelori.

Kodwa njengoko iindleko eziphakamileyo ziqhubeka ixesha elide kunokuba abaninzi bebenethemba, abenzi botywala bayanyanzeleka ukuba benze isigqibo esingenakuphepheka: ukunyusa amaxabiso ebhiya yabo.

“Kukho into ekufuneka inikeziwe,” utshilo uBart Watson, ingcali yezoqoqosho kuMbutho kazwelonke weBrewers.

Njengoko iibhari zivaliwe kwaye abathengi bathatha ezinye iziselo ekhaya ngexesha lobhubhani, ukuthengiswa kweevenkile zotywala kukhule nge-25% ukusuka ngo-2019 ukuya ku-2021, ngokwedatha yomdibaniso. Iibreweri, idistilleries kunye neewineries zaqala ukuthengisa iimveliso ezithe kratya ukuhlangabezana nemfuno yokusela ekhaya.

Nantsi ingxaki: Bezingekho iitoti zealuminiyam zaneleyo kunye neebhotile zeglasi zokupakisha lo mthamo wongeziweyo wesiselo, ngoko ke amaxabiso okupakisha anyuka. Ababoneleli beAluminiyam banokuqalisa ukuthanda abathengi babo abakhulu, abanokukwazi ukubeka iiodolo ezinkulu, ezixabisa kakhulu.

“Ibiluxinzelelo kwishishini lethu ukuba neshishini lethu elininzi kwiitoti, kwaye oko kukhokelele kwimiba emininzi kwikhonkco lokubonelela,” utshilo uTom Whisenand, umphathi oyintloko we-Really Brewing eMinneapolis. “Kutshanje siye sanyusa amaxabiso ukunceda ukumelana noku, kodwa ukonyuka akwanelanga ukuhlawula iindleko esizibonayo.”

Amaxabiso kwizinto ezininzi ezibalulekileyo zokwenza nokuthengisa ibhiya anyukile kule minyaka mibini idlulileyo njengoko isixokelelwano sonikezelo lwehlabathi sizabalaza ukuzikhulula kubhubhane wokuthenga kade. Abenzi botywala abaninzi bacaphula iindleko zokukhwela iilori kunye nabasebenzi - kunye nexesha elongeziweyo elithathayo ukufumana iimpahla kunye nezithako - njengoko zinyuka kakhulu.

Nkqu nabona benzi botywala bukhulu ehlabathini bagqithisa iindleko zabo eziphezulu kubathengi. AB InBev (Budweiser), Molson Coors, kunye neConstellation Brands (Corona) baxelele abatyali-mali ukuba bebewanyusa amaxabiso kwaye bazakuqhuba besenza njalo.

UHeineken uxelele abatyali-mali kule nyanga ukuba ukunyuka kwamaxabiso kufuneka kunyuke ngokwaneleyo ukuze abathengi bathenge ngaphantsi kwebhiya yayo.

“Njengokuba siqhubeleka nokuthatha oku kunyuka kwamaxabiso kuqinisekileyo … umbuzo omkhulu ngowokuba ingaba ingeniso enokulahlwa izakufikelelwa kwinqanaba lokuba ithobe inkcitho yabathengi iyonke kunye nenkcitho yebhiya ngokunjalo,” utshilo umphathi oyintloko wakwaHeineken uDolf Van Den Brink.

Ukunyuka kwexabiso kwibhiya, iwayini kunye notywala sele kuqalile nje, utshilo uScott Scanlon, ingcali yesiselo kunye nomongameli we-Chicago-based based research firm IRI.

“Siza kubona uninzi lwabavelisi bethatha amaxabiso (enyuka),” utshilo uScanlon. "Oko kuya kunyuka, mhlawumbi kuphezulu kunokuba kunjalo."

Ukuza kuthi ga ngoku, uthe, abathengi bayithathe kancinci. Kanye njengokuba amatyala aphezulu egrosari elungiswa ngokutya kancinci, ithebhu enkulu kwiivenkile zotywala ithathwa kukunqongophala kweendleko zokuhamba kunye nezolonwabo.

Nanjengoko ezinye zezo ndleko zibuya kunye namanye amatyala akhula, iScanlon ilindele ukuba ukuthengiswa kotywala kube komelela.

“Kukuyekelela okufikelelekayo,” watsho. "Le yimveliso abantu abangayi kufuna ukuyiyeka."

Ukunqongophala kwe-aluminiyam kunye nesityalo serhasi esithwaxwa yimbalela - xa i-US irekhoda esinye sesivuno sayo esisezantsi serhasi kwisithuba esingaphezu kwenkulungwane - inike abenzi botywala ezona zinto zinkulu zokucudisa. Kodwa zonke iindidi zotywala zijongene noxinzelelo lweendleko.

“Andiqondi ukuba uya kuthetha naye nabani na osele enxilile ongaphoxwanga yiglasi yakhe,” utshilo uAndy England, umphathi oyintloko wesona sikhululo sikhulu saseMinnesota, iPhillips. "Kwaye kuhlala kukho isithako esingafunekiyo, xa yonke enye into ifunyenwe, esigcina singakhuli ngakumbi."

Ukuthembela okuxhaphakileyo kwimveliso “ngexesha nje” kuye kwawa phantsi kobunzima bemfuno enkulu yabathengi ebangelwe kukunyuka kwenkcitho yabathengi kulandela ukuvalwa kokuvalwa kobhubhane kunye nokuyeka emsebenzini ngo-2020. Le nkqubo yangexesha yayilungiselelwe ukugcina iindleko ziphantsi kuye wonke umntu ngokuba nezithako kunye nezinto zokupakisha ziziswe kuphela njengoko bezifuneka.

“I-COVID isandula ukutshabalalisa iimodeli ezakhiwe ngabantu,” yatsho iNgilani. "Abavelisi bathi kufuneka ndi-odole ngaphezulu kwayo yonke into kuba ndinexhala lokunqongophala, kwaye ngequbuliso ababoneleli abanako ukubonelela ngokwaneleyo."

Ukuwa kokugqibela, i-Brewers Association yabhalela i-Federal Trade Commission malunga ne-aluminium inokunqongophala, okulindeleke ukuba ihlale kude kube yi-2024 xa amandla okuvelisa amatsha angabamba ekugqibeleni.

"Abenzi botywala bezandla baye kwaye baya kuqhubeka befumana kunzima ukukhuphisana nabaphisi abakhulu abangajongi ukunqongophala okufanayo kunye nokunyuka kwamaxabiso kwiitoti ze-aluminium," uBob Pease, umongameli wombutho, wabhala. "Apho imveliso ingafumanekiyo, impembelelo inokuhlala ixesha elide emva kokuba unikezelo lufumaneka kwakhona," njengoko abathengisi kunye neendawo zokutyela zigcwalisa iishelufu kunye neetephu ngezinye iimveliso.

Abenzi botywala abaninzi, ingakumbi abo bangenazo iikontraka zexesha elide ezibonelela ngenqanaba lokuzinza kweendleko, kulindeleke ukuba balandele isikhokelo sabavelisi abakhulu ekunyuseni amaxabiso—ukuba abakakwenzi oko.

Enye indlela inokuba kukucutha imida yengeniso, abanokuthi abaninzi abashicileli bemveliso yezandla baphendule bathi: Yeyiphi inzuzo?

“Akukho mda wokwenza inzuzo ngenene esinokuthetha ngawo,” utshilo uDave Hoops, umnini weHoops Brewing eDuluth. "Ndicinga ukuba imalunga nokuhlala udada, ukugcina inqanaba, ukulwa nezinto ezisisigidi ... kunye nokugcina ibhiya ifanelekile."

Ukwamkela amaxabiso aphezulu

Ipsychology yokunyuka kwamaxabiso inokunceda ukuthomalalisa iintlungu zokunyuka kwamaxabiso, utshilo uScanlon. Amaxabiso aphezulu eepayinti kwiindawo zokutyela kunye nokunyuka ngokukhawuleza kwexabiso lezinye izinto ezityiwayo kunokwenza ukuba idola eyongezelelweyo okanye ezimbini ngepakethi emithandathu okanye ibhotile yevodka ingothuki.

“Abathengi basenokucinga ukuba, ‘Ixabiso lale mveliso ndiyithanda ngokwenene alinyuki kangako,’ ” watsho.

I-Brewers Association ilungiselela omnye unyaka weendleko eziphakamileyo kwibhali, iitoti ze-aluminium kunye nempahla.

Okwangoku, u-Whisenand kwi-Indeed Brewing uthe kukho indawo eninzi kuphela yokulawula ezinye iindleko, ezikhokelela ekunyuseni kwamaxabiso kutshanje.

“Kufuneka sandise iindleko zethu ukuze sikhuphisane ukuze sibe ngumqeshi osemgangathweni kwaye sibe nebhiya esemgangathweni,” utshilo, kodwa kwangaxeshanye: “Abavelisi bakholelwa ngamandla ukuba ibhiya ifanele ukuba, ngandlel’ ithile, ifikeleleke – yenye yezona zinto zifikelelekayo. ubunewunewu emhlabeni.”