Crafty Marketing: An Evaluation of Distinctive Criteria for “Craft” Beer

Abstract

There is increasing consumer demand for craft beer, and for clarification of its definition in the face of widespread (mis)marketing. In recent years many small scale and independent breweries have been purchased by large brewing organisations vying to get a share of the growing and profitable niche market in craft beer. This raises the question of whether the beer produced by such breweries can still be defined as "craft". Are there other factors that should be taken into consideration when defining genuine craft breweries? From the perspective of a consumer who seeks a craft product, little is known about how and where the beer is produced, and when labels are taken at face value there is a greater responsibility for retailers to distinguish between craft and mainstream beers. In this paper we explore the conceptual and practical aspects of defining craft beer, with reference to definitions established by various national industry associations.

Buckwheat and Amaranth as Raw Materials for Brewing, a Review

“…Future studies are being considered to improve the malting conditions, especially for amaranth, to optimize technological processes and manufacturing recipes to improve the sensory characteristics of beer—the finished product [ 151 , 152 , 153 ]. This process requires concentrated and continuous research efforts and the coordination of all stakeholders for the effective implementation of relevant solutions with effects on the quality of the finished product [ 154 , 155 , 156 ]. Technological innovation takes into account technical and economic criteria, but also the acceptability of new assortments by consumers [ 8 ].…”

Competition, Promotion, and Activities of Microbreweries during the COVID-19 Pandemic

“…However, the condition of independence (no affiliation with other brewing organizations) can also be considered an essential feature of microbreweries. To define microbrewery, we can use the criteria set by Morgan, Lane, & Styles (2020). They described microbreweries based on customers' perceived attributes of the craft breweries.…”

Creative Economic Potential of The Fashion, Crafts and Culinary Sub Sector in The New Normal Era

“…Crafts or crafts or handicrafts are artistic activities that focus on hand skills and functions to process raw materials that are often found in the environment into objects that are not only of use value but also of aesthetic value. [12] Crafts can "borrow" a lot of knowledge in fine arts such as how to sculpt or carve to produce products, but still not concentrate too much on emotional satisfaction as is common for example in painting and sculpture. Crafts also follow tradition more often than inventions that are often found individually by an artist.…”