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The craft beer market has been steadily gaining pace over the past few years, with a number of brands such as BrewDog and Camden Town making their mark and helping the category grow in popularity.
But many of the rules that have been created by the sector have added needless complexity, which could be alienating some consumers, according to Adrian Mooney, marketing director at Lion Little World Beverages.
“It can be silly [craft beer culture], with people sniffing hops and talking about where the hops are from when a lot of people just want a great beer,” he tells Marketing Week.
Beer Nut: Do you drink ‘craft’ beer?
Updated Apr 18, 2021;
Do you drink “craft” beer? Does it matter if you do?
The reason I put the word “craft” in quotation marks is that the term “craft beer” has several definitions, depending on who you ask.
There is the hardline business definition as dictated by the Brewers Association. This one is necessary for legal and other practices. It’s a fair definition and serves a solid purpose.
However, a recent report from the association gave me pause. Not because of anything incorrect in it, but rather the way certain bits of information hit me. The report featured several charts about the best-selling beers in the U.S., one about the best-selling overall breweries and one specifically about craft breweries.
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Fourpure completes £2.5m expansion
Bermondsey-based Fourpure Brewing Co – part of the Lion Little World Beverages quartet of craft beer brands – has concluded its £2.5m expansion at its London home with new kegging and canning lines.
Steve Morris, head of operations at Fourpure, said: “We’ve always had a state-of-the-art canning line but previously it was a little like a racehorse on a grey hound track, this latest suite of updates makes us Ascot-ready.
“The new, completely bespoke designed kegging and canning facilities will form a crucial part of our continued expansion and future success.
“The demand for our canned beer has doubled since the beginning of the Covid-19 pandemic, and the improved facilities mean we can fulfil this increase in sales, while still meeting world-class hygiene and safety standards.