6 defining features that consumers associate with "craft"
At PACRIM Distributors, we’ve been inundated with craft beer geeks from all over the world asking us what makes craft beer, actually ‘craft’. The reality is, there are multiple sets of associated rules regarding production size and volume in hectolitres that technically dictate whether a company is technically ‘craft beer’.
Further, within each jurisdiction, there are also defined subsets of the market often derived from total volume produced, such as micro-producer, macro-craft, or independent. All of these classifications, in dozens of different craft beer producing countries can be mind-numbingly difficult to sort through.
Thankfully, we’ve got you covered. Here are 6 overarching principles which you can use to evaluate the beers you drink and whether or not that particular brewery is in fact, craft.
1 - Limited Size:
Small scale production, exclusive and positioned as premium or super premium. My definition, craft brewers are small in size, more agile and nimble versus larger brewers, and produce at higher costs so they focus on premium positioning.
2 - Story
A strong sense of story around the brand, grounded in a specific geographic region or locality. Story is everything behind a brand; it’s what sets you apart from everything else on market. If your beer has a lame story, likely you’re drinking some macro brews.
3 - Exclusivity
Individuality of ingredients, rooted in a local area, giving a sense of exclusivity and higher quality. Think of craft like a Lamborghini, and Budweiser as a Toyota. There’s nothing wrong with Toyota - its mass produced, reliable, and you know what you’re going to get every time. But let’s not compare these larger brands to craft, please?
4 - Natural Credentials
Ingredients are often positioned as natural, hand picked and carefully selected, rather than being bought in bulk on an industrial scale. Many craft brewers are very specific about the hops they produce and the beers they produce are more than likely reflective of local ingredients and what is available to them at the time.
5 - Autonomy
Independent, run by just a few people, with little or no corporate investment. Enough said. Stop with these larger brands run by corporate hell hounds masquerading as craft. Goose Island, we’re looking at you! If you’re bought out by a large conglomerate, own it! You’re no longer craft beer. You cant have your cake and eat it too.
6 - Flavor
A focus on quality and diversity of taste. No need to say more. Your craft beer should surprise and delight the palette. If it doesn’t, you’re drinking the wrong beer.
6.jpeg