Although it has been some time in the making and has not turned the beer market upside down yet, craft beer has still managed to rewrite the rules of the game world-wide. No one will dispute that it has injected dynamism and interest into the global beer market. The Big Brewers initially ignored the movement, thinking that the change in tastes would be shortlived. However, in recent years, they have increased their focus on (and investment in) the craft sector.
This paper will give an overview of craft beer internationally, its impact on the discourse on beer, while highlighting some potential detriments as the Americanisation of beer gathers pace.
Dr Ina Verstl is editor of Brauwelt International