Drinkers want clear definition as brands get crafty

Glass of beer

Some 38 per cent of British drinkers say they bought a 'craft' alcoholic drink in the three months to November 2015 but apparently many don't know what the word means.

According to figures from Mintel, 30 per cent say they don't understand what is meant by the term 'craft', and people have come up with their own definitions.

Some 47 per cent think 'craft' is defined by a unique flavour, 42 per cent think craft brands are those which use high-quality ingredients, 41 per cent think they produce their beverages in small volumes and another 41 per cent believe they take more time or care in production.

Brands cannot be 'craft' if they are acquired by large companies, according to 35 per cent, while 28 per cent agree that brands stop being 'craft' once they become too big.

Despite this confusion, 23 per cent of British booze-buyers prefer to purchase craft drinks over mainstream drinks and 26 per cent say they like to go to craft drinks events and festivals.

Perhaps unsurprisingly, 59 per cent of those who buy alcoholic drinks think the industry needs to define what exactly it means by 'craft'.

"The lack of an industry-agreed definition has not hindered the growth of craft so far, but it has led to the term being misinterpreted and increasingly, misused," says Chris Wisson, Senior Drinks Analyst at Mintel.

"Consumers are likely to become increasingly demanding of brands which claim to be 'craft', and the onus is on these brands to ensure that they can provide clear evidence of their craft credentials."