Mark Cullen
The views expressed in db Reader do not represent the views of the drinks business.

Why craft beer needs to evolve

11th August, 2015 by Mark Cullen

There’s definitely change afoot in the craft beer market. Supermarkets and big brewers are muscling in on production of “craft style” beers (Meantime has been bought by SABMiller) and critics are starting to, well, criticise those craft brands that experience strong growth and success (as per a Mintel analyst’s recent critique of Brewdog in these very pages).

Craft beer definitely has something that the big players want a piece of. But at the same time, true craft brands that start to experience genuine commercial success seem to attract brickbats rather than praise.

So what is going on here? Craft beer, it seems, has a brand problem. The artisan authenticity of the sector makes it a desirable space for big brands. But when any craft beer brand becomes….

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