The battle to distinguish the authentic in a market in turbulence
In a scenario where beer multinationals conquer every corner of the artisanal market, voices arise that seek to put a brake on confusion. The question is not less: how to know if the beer we are really having is ‘by author’ or an imitation with handmade tag? The answer can be in a stamp that seeks to clarify things and return confidence to consumers.
The plan of the big and small: a label that makes the difference?
More than 800 breweries, including solar names in the world of beers such as Sam Adams, Sierra Nevada and New Belgium, plan to start marking their bottles with a badge that certifies their independence. The goal? Create a clear separation line between authentically artisanal beers and those that, although they seem independent, are actually part of the great corporations that dominate the sector.
What really does it mean to be a certified independent brewery?
This seal will have strict requirements: only those breweries that do not have more than 25% control belonging to alcohol giants and whose production does not exceed six million barrels per year can be used. In this way, try to offer a transparent option for lovers of true beer crafts.
Why is a change in the beer narrative needed?
A few years ago, the artisanal segment flourished with double -digit growths, but that boom already lessened. Since 2013, the proliferation of multinationals in the sector contributed a turn to history: the figures no longer advance with the same force and, in some markets, the appearance of the artisanal has become only a facade. The problem: Many beers with artisanal aesthetics are actually multinational conglomerate products that seek to take advantage of the independent spirit to capture more consumers.
The weight of the greats in distribution and market
One of the hardest realities for small artisans is distribution control. The five giants – which monopolize more than 80% of the US market – exert an excessive influence on how beer is shared and exhibited. From agreements that privilege their brands on the shelves to the exclusion of independent beers in public events, corporations exercise domain that limits the visibility of authentic small producers.
Recent research in states such as Massachusetts and California have revealed questionable practices, including the use of bribes to monopolize the presence of their products at key points of sale, which shows that unequal competition goes beyond the simple difference in sizes.
A voice that challenges the status quo: What do artisans think?
Defenders of independent beers, such as Bob Pease, leader of the Brewers Association, alert about the overexposure of the industry to purchases by large brands. For them, the acquisitions are the essence of the artisanal: quality, innovation and history behind each brand are diluted when a giant conglomerate takes control.
Citing concrete examples, some independent jurists and producers express their frustration against unfair practices that, in their opinion, hinder an equitable and respectful market with the identity of each brewer.
Can a seal certify the difference? What do the figures say?
Meanwhile, the figures show that, although the number of breweries in the US has doubled in five years and participation in sales grew, the trend seems to stabilize. The acquisition of several children by giants since 2011 suggests that, in reality, the background battle is not only economical, but also symbolic: who has the right to define what is authentic.
For some, the impact of these movements is an opportunity for consumers to make more informed choices in their favorite corner, be it a bar or a store. The certification label would be a tangible recognition of what they already suspected: the importance of looking for products that keep the spark of independence alive.
Looking towards the future: Will the certification be the change you all expect?
The step towards certification seeks that beer lovers can clearly distinguish what is really artisanal, without sizes or deceptive labels. However, time will say if this initiative will have enough strength to transform the perception of the consumer and return to artisanal beer its genuine essence into a market increasingly dominated by large companies.
