Our Sales Director Dom Metcalfe shares his thoughts on what is undoubtedly the most talked about subject in the beer world.
I first got disgruntled with the word ‘craft’ when working for a very successful (and forward thinking) regional brewer. The context goes a little something like this:
I was doing a tasting evening for a new beer we had just launched in one of London’s most renowned beer bars when I asked a prospective punter if he would like to try my beer.
“No thanks, I only drink craft beers” was the retort, with a snigger, whilst looking at his mates for approval.
Not to be discouraged I replied: “Interesting, whats your definition of craft? Something generic and simple like how big the brewery is? Whether tastes different every time you try it? Whether or not it uses a blend of wild animal droppings for bitterness on the palate?
Or maybe if its because its a style of beer you have never tasted before, brewed by a brewery you have never heard of, in an industrial estate you didn’t know existed?”
I should probably say now – I can’t necessarily quantify what craft is. Unlike our friends across the pond that define the word simply by a brewery’s volume, I am not sure it’s as simple as that, on the grounds that a US brewery that brews 10 times the volume of some of our oldest and largest regional breweries, is classed as ‘craft’ in the US.