Another installment in my series for This Greedy Pig.
What is Craft beer?
A craft is defined as ‘a pastime or profession that requires some particular kind of skilled work’ and is ‘usually applied to products produced on a small scale’. Although brewing is without doubt a kind of skilled work ‘craft beer’ is a term that seems to elude precise definition. Growth in sales of craft beer over the past few years have been enormous and it is the current trending niche amongst operators. However this massive growth has attracted big companies looking to cash in on the craft brand, leading to a dilution in its definition. There isn’t a real straightforward answer to what craft beer is. But I believe there are minimum criteria that must be met to genuinely be considered craft.
Actually Making The Beer
This one seems to be patently obvious, surely to sell a craft beer you actually have to make it yourself? Yet some people fall at this first tiny hurdle along the path to being craft. Marketing company Innis and Gunn are launching a new range of products early this year and are not shy about jumping on the craft bandwagon.
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