“After all, craft is not as much about taste as it is about the search for constant improvement.”
The craft beer movement has left no pub or bar unturned. It has changed what we drink, how we drink and where we drink. It has produced some incredible products, brought people together and generally given beer a much better name than it had before. Because of this popularity many consumers experience palate fatigue and, as craft becomes the rule rather than the exception, becoming numb to traditional craft brand messaging. This raises the question, what’s next?
The Future of Craft Beer Report looked broadly at the craft beer category to identify some specific insights that could help our client stand out from the crowd. Via a set of local and global benchmarks we looked at how craft beer was being made and sold. We also looked outside the category at how other brands are pushing the boundaries to improve the lives of their customers and play a more active role in shaping neighbourhoods and cities. After all, craft is not as much about taste as it is about the search for constant improvement.
Research, content creation, design, presentation
Manchester’s The Pilcrow Pub, hand-built by volunteers from the community and local craftspeople as part of the NOMA redevelopment. Courtesy of OH OK LTD and James Maddox.