It’s Time to Reclaim Beer

We’re tired of the word “craft,” which, literally applied, means something created with skill or someone who creates with skill. That’s it. But “craft” has replaced the beer industry’s awkward use of the term “micro”—like geeky braces worn too long—in defining small brewers. Some in the industry have redefined the word “craft” to apply to what they think small brewers are, instead of allowing brewers to stand up and define themselves.

And, like a viral high-five, more and more consumers are using the word to draw similar lines, in an attempt to separate themselves from those who drink mass-produced beers. Of course, this trend has created a window of opportunity for large brewers to create “craft”-like beers, and they are. The lines have now become blurry—no, messy.

It’s time for all of us to reclaim the root words “beer” and “brewer” versus adopting new terms that are creating a culture of snobs. It’s also time for people to understand that “craft” doesn’t necessarily mean “good,” just like it doesn’t mean “quality” or “small” or “independent.”

So instead of blindly supporting something because it’s been labeled “craft,” how about we simply support brewers who make good beer with good intentions? And that’s “good” as defined by the consumer, not others who might have a vested interest. While doing so, maybe we can all reevaluate the following catchphrases:

“I am a craft brewer.” No, you’re a brewer.
“I am a craft beer drinker.” No, you’re a beer drinker.
“I drink craft beer.” No, you drink beer… and hopefully, it’s good beer.

Respect Beer. ■