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.