But you have to put it in perspective. Beer is coming off it's all-time highs while hard alcohol sales are coming off their all-time lows. [Nevertheless], you're concerned about the future, about not letting this trend become a runaway train.

The process is like making grain alcohol or brewing beer, but on a much bigger scale. The technologies are out there to do this, but we need to convince the public this is real and not just a science project.

We have agreed to empower the Beer Institute to develop a communications strategy to promote beer as the leading alcohol beverage in the U.S., but exactly what that looks like has not been decided. It's up to our individual brands to give people a reason to come back to beer.

That's why we have asked neighboring administrations to increase their supervision of alcohol sales.

You're talking less than 5 percent of all the beer sales are craft beers, but it's the fastest-growing, steadiest-growing segment of the domestic beer category.

You're talking less than 5 percent of all the beer sales are craft beers, but it's the fastest growing, steadiest growing segment of the domestic beer category.