A short slide share documenting the rise of the craft beer in the UK. Full article can be found at www.groomedbadger.com

1. THE CRAFT BEER MOVEMENT
EXAMINED

2. If you haven’t yet heard about craft beers, do not fear.
Chances are in the coming months that you won’t stop being
nagged about and pointed towards your friends, family’s, and
co-workers favourite new craft beers. It is difficult to define
simply craft exactly what a craft beer is, and so there is a fair
amount of dispute over how we should define this brilliant
creation. We shall leave this definition to a future piece. Craft
beer was first introduced to me during an entrepreneurial
presentation by Fraser Doherty, a young food and drink
enthusiast who made his name in the jam world, with his
product – SuperJam.

3. Craft beers are breaking all of the age-old rules and
the movement is really starting to taking hold.

4. So why exactly is the movement so powerful?
• One. Desires are changing. Until recently, the average
UK male was more than happy to put away his favorite
beer time and time again, without ever really
experimenting too broadly. These days, drinkers are
far more gnostic and prefer to keep things new. They
are increasingly hunting in hope of new flavors, and
interesting, creative approaches to how they get their
units in.

5. So why exactly is the movement so powerful?
• Two. Image. Drinking has for many recent decades
been perceived as a social activity. Nowadays, the
beer we drink can represent who we are. Many
people no longer want to be associated with beer
brands stemming from large corporations such as
Stella Artois and Guinness for example, and one might
rather be seen drinking something a little more
‘exclusive’. Something they can tell their mates about.

6. So why exactly is the movement so powerful?
• Three. It’s anyone’s guess. One of the coolest things about
the craft beer industry is that it opens up the playing field a
little more widely, allowing all individuals to create their
own unique drinks and start a microbrewery. All it requires
is a small initial cash injection, some thought and a desire
to make a mark in a rapidly expanding sector! Because of
this, the range of craft beers available is growing in so
many different directions.

7. So why exactly is the movement so powerful?
• Four. Its Brand New. Dying are the days of watery,
fizzy, cans of nothingness. A proper craft beer takes
gumption and real imagination to brew. Thousands of
independent breweries around the world are refining
and perfecting while you are reading this. Inventing,
discovering and creating. Strong craft beers, fruity
beers, hoppy beers, and so much more. They are all
waiting on the other side .

8. So why exactly is the movement so powerful?
•Five. Its convenient. Companies such as Beer52
now offer a subscription service where they
hand select their favorite craft beers brewed
from Edinburgh all the way to Faro. They will
then deliver eight different craft beers right to
your door partnered with a neat story about
each beer inside the box.

9. Get out there and taste some craft beers, be the
first of your mates to get in on the movement. Or
why not take a look into making your own craft
beer, that would be a very fine present for
somebody you care about. Unless it tastes really
f*****g awful. But that goes without saying.

10. Matt Logan
– www.groomedbadger.com /
@groomedbadger on all social networks
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