A new special focus report by Canadean – The Craft Beer Phenomenon – redefines its meaning.
In the US, the Association of Brewers defines craft brewers as …
While this definition has worked well locally, transferring it to other markets can prove problematic. Most consumers would define a brand such as Leffe as a ‘craft’ beer, however, the brand is produced by A-BInBev, and therefore would be excluded. Similarly, when the UK DoomBar brand was acquired by Molson Coors, it would have ceased to be a ‘craft’ beer.
In the absence of an existing global definition, Canadean has sought to define craft beer in its own terms. Following extensive consideration of the segment globally, Canadean presents a definition of ‘craft’ beer as a segment primarily made up of premium and ‘superpremium’ priced speciality beers – excluding flavoured beers, super-strength lagers and stout. This would include products made by microbreweries, but would also encompass products like the Belgian Abbey & Trappiste Beers; the French Biers de Grade; premium English ales; wheat beers; and seasonal beers.
Kevin Baker, account director at Canadean, said: “There will inevitably be areas where a subjective judgment is required. This definition does mean that some brands that are not normally considered as Craft Beers are included. However, Canadean believes that from a consumer perspective the line between craft and speciality is extremely vague and porous and that it makes sense to include these brands.”
Source: Canadean
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