The only feasible way around this issue is a BA trademark used on beer labels that clearly indicates the status of the beer in the bottle, similar to what the Trappists do. Roll out the program, couple it with a large PR push, and I’m sure it would quickly gain traction. That would be infinitely more productive than this awkward and negative press release and black list (which I guess has since been retracted, proving it’s misguidedness). I still think that most people simply don’t mind if the beer they love is brewed by a large brewer, and those that do care are likely to find out anyway.

I think Blue Moon is the prototypical example of so-called “crafty” because it’s been around the longest. It seems much more likely to me that Coors created Blue Moon Brewing Company to sell the beer not to imitate craft, but to protect the Coors brand from any association with the then very obscure and odd kind of beer they were taking a big chance on. Blue Moon rode on the distribution channels of Coors, but it’s growth was in many ways very organic and actually insanely slow if you consider the typical macro-release mindset.

An accomplished brewer (Keith Villa) with a genuine passion for crafting something different made it happen, even at a brewery like Coors. I can’t hate on that. There was no market for witbier in the US at the time. They weren’t trying to steal anyone’s popularity, just trying to sell beer. All that being said, I don’t drink Blue Moon because I don’t think it’s a good witbier but I can also say the same about countless other beers from so-called craft brewers.

As for the definition of a “craft brewer”, I agree with you that the lines get blurry when discussing private, family-owned companies like Schells. The use of the word “traditional” in their definition, as you point out, is a bit questionable and confusing. Hopefully, they will listen to your concerns and adjust the definition accordingly!

As for a visit, I would love to!!

Cheers,

Ashley

I’m suggesting exactly what the Brewer’s Association made a call to action for in its statement – transparency. Does this mean transparency in labeling? Most likely, yes. Consumers have the right know who owns the company that makes the product they enjoy. After being educated, they can make a decision on whether or not to purchase said product.

Good points, but my argument was not about the Brewers Association’s definition of what is craft. It was an argument in favor of transparency in labeling. Consumers deserve to know who really own the companies that make the products that we love and enjoy. And then, when they have been given that information, then they can decide whether or not to drink or eat it. I no longer buy Kashi because it belongs to Kellogs. Does that mean Kashi makes bad products? No, not at all. I find their food to be quite delicious. But, I don’t like supporting companies like Kellogs so I no longer spend my dollar on Kashi.