Drinkers may be ordering “craft” beers without realizing multinational drinks giants may own them, in step with a brand new file, prompting problem that purchasers are without difficulty duped by using artisan-fashion branding.
The British craft beer file, due to be launched with the aid of small brewers’ change body the Society of Independent Brewers (Siba) this week, will say that 98% of drinkers do not agree with a worldwide company inclusive of Budweiser owner Anheuser-Busch InBev or Molson Coors can make craft beer.
The findings cast doubt at the credentials of a developing wide variety of beers bought or launched by way of foremost brewers, which includes Camden Town, Fourpure, Goose Island, Meantime, Hop House 13, Blue Moon, Lagunitas, and London Fields.
The report said forty-three % of two,000 survey respondents consider craft beer needs to be made by a small brewer. An equal share believes the brewer has to be independent, at the same time as handiest 2% assume a lager made by using a multinational corporation deserves the craft label.
Mike Benner, Siba’s chief government, stated: “This new research indicates that if purchasers were aware of what they have been buying, then they wouldn’t don’t forget any beers from the worldwide beer groups as a craft.”
Siba, whose participants have on occasion disagreed over the position of huge brewers, operates a kitemarking gadget displayed on pump clips and kegs via beer makers who sign up to it.
The Assured Independent British Craft Brewer seal suggests that the company produces much less than two hundred,000 hectolitres a year, abides by using set standards of element pleasant and are utterly impartial of any international beer business enterprise.
Greg Pilley, dealing with the director of Stroud Brewery in Gloucestershire, said safety become required for “proper, artisanal” brewers to keep away from them dropping out to large agencies adopting the trappings of craft beer to woo consumers seeking authenticity.