In recent years, the range of beer has expanded significantly. Gradually, the market for intoxicating drinks began to conquer the original varieties of the so-called craft beer. What is happening in this market segment, experts call it a semblance of an industrial revolution.
What is craft beer
Craft beer is any kind of drink that is brewed not on an industrial scale, but in small breweries. Often, such drinks are made according to original recipes only for creative self-realization or for personal use.
Some craft brewers started out with their own kitchens and even sheds. Over time, enthusiasts expand their production, but even in this case, they prefer to rent ready-made workshops, rather than equip private breweries. Both traditional and time-tested brewing technologies and author's findings are used.
An official name for this phenomenon has not yet been found in Russian. In publications, direct transliteration is usually used - "craft beer". These drinks are sometimes referred to as "homemade" or "craft" drinks.
Signs of craft production
In the West, there are signs of craft beer production:
- small brewery;
- independence from external investors;
- following the general traditions of brewing.
Small breweries in the United States are considered, where no more than 700 million liters per year are produced. Large scale production significantly increases the risk of experimenting with a beverage. If a particular variety is not accepted by the consumer, the losses in mass production can be very significant. And this is justified, because one of the principles of crafting is the compilation of unique recipes and original flavor combinations. The requirement for the scale of production is therefore dictated by common sense and everyday logic.
Crafting is independent of shareholders or external funding. Three quarters of the total capital of an enterprise should be at the disposal of its owner. If expanding the business requires more external investment, it will be difficult for brewers to remain independent and get creative.
Craft production takes care not to violate traditions adopted in brewing. The base of original beers should be malt. The work is aimed not at reducing the cost of beer and general production costs, but at expanding the consumer qualities of the product.
Craft beer: history
The first mentions of beer in written sources date back to the 20th century BC. But this drink was probably prepared much earlier. Over the thousands of years that have passed since then, civilization has achieved unprecedented success. But after serious economic upheavals in the 20th century, society has reconsidered its approaches to the culture of consumption. On a national scale, mass production of products has become profitable.
Advertising and other newfangled means of "persuading" consumers have allowed to bring the tastes of society to a certain average value. Small breweries began to close. And large-scale production began to stamp abstract products that often did not have original taste and specifications. Arriving at a beer bar, the intoxicating drink lover simply ordered a draft "beer", and a few minutes later got something expected in color and taste. But there was no wide variety of drinks on the market.
The changes began in the second half of the last century. In the 60s, small "garage" industries began to emerge; not only classic varieties were produced there, but also very original drinks, where the author's recipe was used. The first craft brewer in the United States was Fritz Maytag with his Anchor Brewing. Craft brewing was legalized in the United States in 1978, but only in a few states. This process was completed only in 2013. There are now over 2,000 private breweries in America.
Craft brewing: features
This type of brewing is based on the idea of realizing the creative potential of the authors, rather than making a profit. Some consider this criterion to be the only condition for classifying a drink as craft. And yet, in Europe, the boundaries between consumer goods and exclusive beers are still blurred.
How craft brewers work:
- creation;
- innovation;
- community building;
- individuality.
Brewers are always on the lookout for new flavors. They are not afraid to experiment with different supplements. There are known varieties of beer made with herbs, watermelons, birch buds. There are also more exotic combinations. If the production of one variety is stabilized and firmly occupies a niche in one of the segments, then there is no longer any need to talk about craft.
Craft breweries are like movie stars: they rely heavily on fans. In conditions of fierce market competition, the winners are those enterprises where word of mouth advertising is better delivered, what is called “word of mouth” in Russia. Crafting makers are not chasing exorbitant profits. But they like to offer people a product that tastes great and make some money from it to keep production going.
Depersonalized beer is gradually leaving the market. Now in this market, as in other areas of life, individuality, unusual recipes and rich taste of beer are appreciated. The authors of beer compositions consider their work to be as creative as that of artists, poets and composers.
Problems of craft brewing
The definition of craft beer is still vague. Therefore, manufacturers are trying to include in this category all varieties that go beyond the usual types of drink at least a little. Some of the brewers quickly grasped market trends, felt the opportunity to make easy money and began to produce unique varieties on a serious scale.
The market still has a large share of "live" beer and its other light and dark varieties. They have some features of the author's craft beer, but categorically do not fall under the other requirements of the genre.
The craze for the new direction has led to the emergence of many varieties that outperform even regular beer. And this may well discredit the very idea of crafting. Experts nevertheless believe that over time, the crafting excitement will decrease, and scammers and amateurs will leave the market.
Crafting in Russia
Craft beer came to Russia only in 2012. For this reason, at the level of government agencies, they have not yet figured out how to streamline this market segment. Brewers have to fight against the arbitrariness of officials, with many restrictions and rules.
Example: if the smallest change is made to the basic recipe, a new type of beverage must be registered. And this is not only paperwork, but also serious expenses.
Russian laws do not distinguish between large breweries and small craft production. But nonprofit craft cannot compete with the giants of the industry. And yet the process is going on. The achievements of crafting in Russia include:
- craft beer festivals;
- uniting brewers in associations;
- opening of craft pubs.
St. Petersburg remains the center of craft brewing in Russia. Several dozen breweries operate in the city on the Neva, where they create original beer. Domestic craft enthusiasts make a lot of effort, enriching beer recipes with their own unique developments.
