Want to really disrupt the heady beer industry, which is worth more than $300 billion?
Try making a lager that beats big beer.
For years, craft brew has been nibbling away at the margins of big beer, but it's the lager part of the beer business that attracts the most customers. So in 2013, Brendan Sindell co-founded House Beer in a California garage as part of a mission to take on the Anheuser Busch-InBevs and Heinekens of the world.
"In the beginning, people said, 'You're crazy, but good luck,'" Sindell told CNBC in a recent interview.
Now, the start-up brewery has moved production to a Colorado partner and is cranking out 8,000 barrels annually. That may sound like a lot, but put in its proper perspective, beer behemoth Bud pumps out more than 120 million barrels a year.
Yet since 2010, the volume share for craft brewers in the beer market has more than doubled, according to industry data, with Americans putting a growing variety of brews to the test on their palates. Consequently, 'Big Beer's' grip on the brew market is starting to slip.
"The largest mainstream brewers have lost market share," said Chris Shepard, associate editor with industry data publication Beer Marketer's Insights. "It's been going on the last five years."