Selling

But it's not like that on the TV when it's cool for cats

I've heard it said that the main thought behind all human interaction is this : "How do I get what I want from this person without me looking bad?"

There are many opinions about the exact point when an ostensible "Craft" brewery reaches the point of no longer being "Craft". The obvious one is it being bought by a macro. Other popular theories include supplying Tesco or contract brewing for other beer brands. But no, these aren't the real Endpoint of Craft.

No, it's when the brewery hires it's first member of staff specifically for Sales.

Though I've been cruel about the hidden intentions of some brewers in the past, it's probable that most of them do actually care about making the best beer they can. It's difficult to make a fortune as a microbrewery, so there must be other reasons for doing all that hard work with the mash run other than wanting to make millions.

It's fair to say that most went into it to make beer, and actually having to actively flog the stuff to distros and pubs is regarded as a chore. So, as soon as funds allow, a brewer hires someone to do the work of marketing and selling their beer.  No matter how good your product is, it's unlikely to sell itself.

How many of these sales staff actually know much about beer? Hard to say, but selling is fairly specialised in the 21st century. What isn't specialised is the product itself. Beer, Gin, ukuleles, 6mm steel tubing, the sales techniques are the same. Convince them they need it, and that you have it for them. For a "fair price", of course.  The Salesman doesn't need to like the product. He just has to sell it.  And he will use any means necessary to do so.

This blog post, and especially the comment section details what happens when the hitherto chummy world of Craft Beer collides with the world of modern marketing. And the Crafties are horrified. " Somebody tried to sell me beer and it turned out to be no good!", they cry. Well, yes, how do you think it gets sold? By it's own merits via Twitter?

The lesson to be learned here is : just because someone appears to be interested in you or your beer shop or pub, does not mean they care. They just want to sell their crap to you, and know being nice garners better results than rude pushiness.

People are not nice without a reason, I'm sorry to say.

Craaaaaaaaaaaft

Craaaaaaaaaft

There is an unending debate about what is and is not Craft Beer. It will never be solved. For one very good reason.

"Craft Beer" does not exist.

There is, basically, excellent beer, good beer, ok beer, mediocre beer, crap beer and awful beer. The size and ownership of the brewery in question has little impact on the quality of the product.  "Craft" as it stands today is just a tick-box list of the things a certain sector of beer consumers like and expect to see. 

Craaaaaaaaaaaaaaft

Microbreweries in London and elsewhere (but mainly London) are tripping over themselves to be the beardiest, distressed-fontiest and railway-archiest brewery around.  They proclaim about being wild and crazy dudes chucking hops and stuff into a bucket and somehow (somehow!) coming out with amazing beer at the end. The fact that brewing is an exacting and careful process, and the people behind the breweries are often refugees from IT,  Commerce and Academia is not mentioned. Because that wouldn't be "Craft".

Craaaaaaaaaaaaaaaaaaaaaaft

Since the whole "Craft" ethos has been distilled down to a basic formula of "Craft" signifiers, it's no surprise the big brewers have taken them and made their own "Craft" beers. In most cases these are no better or worse than so-called "authentic craft". But the fact it's happening shows how easily done it is.

So, enjoy your beer. Macro or micro. Craft keg or cask. But remember that nothing is free of marketing and associated bullshit. Otherwise, stay inside and drink your homebrew.