Each new subcategory that bursts onto the food and beverage scene, becoming talked about and attracting new investment and attention, is following in a proud tradition. Driven by advances in consumer taste, foods and drinks have risen into the public eye, a process that often includes very specific marketing language and distinct packaging trends.
Craft beer is in the midst of such a cycle, with small breweries still popping up years after the excitement first emerged. In July, this blog mentioned an effort by craft brewers to show that their offerings are truly made by independent companies rather than major corporations. VinePair recently noted that the seal is debuting, used by over 2,000 brands. The source pointed out that adopters and skeptics alike can look to the organic foods sector to predict the seal's future.
A familiar arc
VinePair explained that a new logo is often met with some confusion from consumers. A few years ago, organic foods were an unknown quantity. Their rise to prominence was accompanied by growing understanding from the audience. The seal on a product's label is a quick way to check whether a brand is in line with particular standards. It is mainly for the benefit of casual buyers, because the more committed and tuned-in among the audience will already know the reputations of providers.
The news provider did note that the craft label's journey from new idea to quick-lookup guide may be a little different from the path organic regulations took, because it's administered by an industry group rather than the government. The companies behind the Brewers Association feel freer to make changes to their standards than official agencies do, and VinePair stated that the requirements to be labeled an official craft beer have already changed twice.
Customers do care
According to The Motley Fool, this effort to single out truly independent craft breweries has a basis in research. The news source pointed out that a recent study stating that 45 percent of beer drinkers don't care about the company behind their favorite brew may indicate that a craft background isn't essential. However, that still leaves more than half who do care, and they are often willing to act on their preference for supporting independent brands.
Beer companies that have checked in with the Brewers Association and received approval to add the craft seal will have to change up their label designs. If they opt to print the new labels in-house, they'll need a capable printer, such as the Primera LX1000. You can find this and more in our U.S. store or Canadian shop.