New definitions to change meaning of “craft”

19th June, 2014 by Rupert Millar

Brands such as Yuengling, August Schell and Narragansett will be able to label themselves “craft” from next year following changes implemented by the Brewers Association.

Yuengling-Logo3According to the Huffington Post, the BA has changed the definitions surrounding craft beer by allowing brewers to use rice or corn rather than just barley malt and allowing breweries producing up to 6 million barrels a year (rather than 2m) to call themselves “craft”.

The BA’s craft beer programme director, Julian Herz, told the paper that the change was an “organic evolution” and that it was time to “move forward” in beer and that the new rules, “takes the subjective element out of what’s considered ‘traditional’.”

Understandably, some current craft breweries are worried this will “water down” their brand and message.

When the plans were first mooted earlier this year, it raised eyebrows among the craft brewing community.

However, Yuengling, founded in 1829, is the oldest brewery in the US and it and other breweries set to be included in the new “craft” definition argue that there are historical reasons for the inclusion of rice or corn in their recipes.

Furthermore, Sam Adams – a brewery that for some time has been producing over 2m barrels a year – still has a unique position as still being regarded as a craft brewery.

In 2012, 25 craft breweries passed the 100,000 barrel benchmark, Sierra Nevada produces over 1m barrels and New Belgium in Denver is approaching that figure.

As was reported yesterday, California-based Lagunitas – long considered one of the pioneering breweries in the craft beer wave – is opening a new Chicago brewery which will be producing 1.5m barrels a year when fully up and running.

The identity crisis surrounding craft beer has been building for a while and looks set to be entering a new stage.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

FINE WINE SALES ADMINISTRATOR

Davy's Wine Merchants
London, UK

Business Development Manager - On Trade

FINE+RARE
Central London, GB

Regional Sales Manager

Swallow Associates Ltd
Home Based: North-West England, UK

London Account Manager Role (Full Time)

LITTLE BIRD GIN
Home based with UK travel. , GB

Sales Operations Manager

Bibendum PLB
London, UK

Digital Marketing Executive (online content & community manager)

Corney & Barrow Limited
London E1W (near Tower Bridge), UK

Store Manager – Premium Drinks

Amathus Drinks PLC
London, UK

On-Trade Regional Sales Manager

Anthony Byrne Fine Wines
London and the South East, UK

Wine Sales – Northwest England

Gerrard Seel
North West England

Senior On-Trade Sales Manager – English Sparkling Wine Company

COREcruitment
London based with national travel, UK

National Account Manager – RTM – On Trade

COREcruitment
Home based with frequent UK travel

Sales Account Manager - Wine

COREcruitment
London, Devon, Manchester, Liverpool, Farnham, Cambridge, UK

The Global Sparkling Masters 2017

Deadline : 14th June 2017

The Global Syrah Masters 2017

Deadline : 14th June 2017

The Global Malbec Masters 2017

Deadline : 14th June 2017

The Global Beer Masters 2017

Deadline : 1st August 2017

Click to view more

Global Chardonnay Masters 2016

Now in its fourth year, the competition will identify the best Chardonnay from all around the world in every price range.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

Click to view more