定義「手工」啤酒

面對它風靡市場的情勢,大一點的品牌迅速反應,收購較小的啤酒製造商,然後發行自己的「手工」產品。較小的製造商因此開始質疑,如果大品牌有能力生產「手工」啤酒,那「手工」啤酒到底是什麼?它對整個產業的意義又是什麼?Bigger brands are reacting swiftly, buying up smaller breweries and launching their own ‘craft’ products. But it’s driving smaller producers to question; if large brands have the capability to create ‘craft’ beer, what actually is ‘craft’ beer, and what does this mean for the industry as a whole?

隨著大品牌和獨立酒廠之間的戰爭逐漸白熱化,一個關鍵性的問題依舊尚未明朗──「手工啤酒」從來就沒有清楚而一致的定義。少了確切的定義,「手工」一詞幾乎失去意義:被製造商、零售商和消費者誤解,也缺乏獨特的賣點。重要的是,少了確切的定義,大小酒廠之間的戰爭將不會有輸贏,因為沒有「正確」的定義,自然也不會有「錯誤」的。
As the battle between the large brands and independent breweries intensifies, a key question remains unclear. A hard definition of the term ‘craft beer’ has never been solidified. Without this, the term ‘craft’ is almost redundant: misunderstood by manufacturers, retailers and consumers alike, and lacking a unique selling point. Importantly, without a definition, the battle between the large and small players will never be won or lost. Because without a ‘right’ definition, there isn’t a ‘wrong’ one either.