Photo credit: Cottonbro / Pexels A few years ago, Bart Watson, the chief economist for the Brewers Association, decided to stage a craft beer tasting for the residents of his grandmother’s retirement community. Many tried an IPA for the first time and, as Watson recalls, “were kind of shocked that anybody would make a beer that bitter.” Yet one man loved it. “He told me, ‘It’s the best beer I’ve ever tasted. I’m going to buy a six-pack.’” The experience revealed a valuable lesson: While many assume older drinkers become set in their ways as they age, there are many consumers over 50 who are open to new experiences—if the industry makes the effort to educate and recruit them, believes Watson.