- Choice is great unless there's so much that it leaves consumers with a nagging feeling that they're choosing an inferior beer when something truly tasty is available.
- As a consequence, they go back to the well for the beers they know are winners.
- Moral: too much choice can be a dangerous thing.
We could run the same thought experiment for the average bar, again acknowledging that places like Bailey's represent a vanishingly small portion of the draft market. Ultimately, not a huge amount of choices.
The craft market is small, but the number of people who drink craft beer is actually massive: 59% of beer drinkers, according to results in recent study. Most of these people drink a few of the major national brands and not a whole lot else--they are probably relatively untroubled by the tyranny of choice. A small number of these--ten percent, twenty?--are avid beer fans. they drink the 14,900 niche beers that aren't regularly sold in supermarkets. They are fanatics for choice and will choose a new beer, no matter how low the likelihood that it is tasty, just because it's new. They are also untroubled by the tyranny of choice.
The craft beer market has grown by 40% over the past five years--amid the worst recession since the time when you legally buy no beer. I would say that the abundance of choice is not particularly dangerous.