Corporate vs Craft - Which is the Genuine Article?

Autumn 2010

Where is the line drawn between 'corporate' and 'craft' breweries; a regular topic of conversation and the source of heated debate.

The term 'craft' is commonly associated with American brewing as, in the States, they have a clear definition about what comprises a craft brewery: producing less than 2 million barrels each year and ownership by 'non-craft brewers' (e.g. InBev or MillerCoors) of no more than 25%.

Travel just about anywhere in the world and you'll find small breweries, owned and run by people who are passionate about their work and the quality beers they produce. These brewers are driving change within the industry by experimenting with new techniques and reviving old ones
to produce flavours without the constraints of a global market driven by volume over quality.

At James Clay, an integral part of our ethos has always been to seek out the best of these brewers and introduce their beers to the UK. We don't differentiate craft beers on volumes of production but we do insist on strong values such as authenticity, innovation and heritage: these are the intangible qualities that are sewn into the fabric of truly remarkable beers.

It has been fascinating to observe the industry trends over the recent years and witness consumers embracing diverse and original beers, even if it means spending a little more. This isn't unique to the UK: worldwide, 'premium beer' now constitutes nearly 18% of total beer sales with mainstream consumers trading up to more attractive premium and niche brands as they embrace the speciality beer experience.

Predictably this is something that global brewing giants want a share of, leading to the introduction of their own speciality beers, described by some as 'the craft-ification of big beer'. Their production is commented as being “the equivalent of health food being produced at McDonald's”.

The book keepers at macro-breweries will always make the argument for brewing under licence to reduce costs and keep shareholders happy but, when it results in flogging manufactured brands with fake authenticity or nationality, surely the UK beer drinker is being mis-sold ‘The Genuine Article’?

Or perhaps we should celebrate the fact that craft brewing has had enough of an impact to force the big brewers to step up their game. After all, they do say that imitation is the sincerest form of flattery. Either way, the wheel is turning and we urge you to continue your support for craft brewers who add the imitation proof ingredients of passion, heritage and authenticity to their beers.

References: Clay Risen, The Atlantic; SABMiller.

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