Beer Infinity Beer, Brewing & Beyond
| A couple of weeks ago Alan and I got an e-mail from Stan saying that, in a moment of weakness, he’d agreed to write a piece about the phrase “craft beer” asking us if we believed that the phrase, or the concept created an “us vs them” mentaility.
The following is what I wrote back to Stan a couple of days later (with some minor editing), which are, I believe, my final thoughts on this whole craft beer bollocks: First of all, I don’t see “craft beer” as a concept, but as a brand, one that’s basically in the public domain. As any other brand, it has a series of—more or less fanciful—positive attributes associated to it, which have made it a very successful and valuable brand, with a pretty loyal consumer base—people who, in many cases, don’t drink Russian River, Stone or New Belgium, they drink Craft Beer. So far, so good. I’ve got nothing against that, quite the contrary. If using those two words can help a good brewer sell a few more hl, then it can’t be bad. Unfortunately, some people i … |
Source: Beer Philosopher
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