Yeah that’s right, the so-called sober state of the union is picking up major steam in the beer consumption business.  Over the last decade Utah’s beer sales have nearly doubled, forcing us all to question - What is going on in the state known for more for its faith in saints than suds?

Experts say that tourism is the main catalyst for the beer revolution in Utah.  Since 2002, when Salt Lake City hosted the Winter Olympics, tourism has been on the rise.  The Olympics, coupled with the draw of that state’s annual independent film festival, Sundance, have been cause for major increases in tourist dollars spent in the state’s big cities.  In stark contrast to 71% of Utah’s population that consider themselves to be followers of the Church of Jesus Christ of Latter Day Saints, tourists enjoy taking in their beautiful surroundings while knocking back a few cold ones.

Over the last few years, many of these tourists have found homes in Utah.  The state’s population has grown nearly 10% since the last census in 2000.  This new demographic of the population has been dominated by people who do not consider themselves LDS, causing a major cultural shift in Utah.  These migrants have pushed to have larger beer and alcohol selections at bars, pubs and restaurants, and they’re winning.  Not only have beer sales been on the rise, but alcohol and wine have seen their sales increase 62% over the same time period.

Who knew Utah was getting so cool?  I mean, my college buddies and I would always get a good laugh when the look-but-don’t-touch women of the BYU sports teams were on our campus.  But we figured their idea of a good time was reading to the blind, helping little old ladies cross the street or hanging out in libraries.  If only I could have known then, what I know now…