Craft beer is Not an Elitist Drink
“Craft beer is like an Elite drink right.”
I was at Piatto for dinner recently, and proceeded to partake in their entire craft beer selection.
After realising that their menu offered a Slow Beer not a Bone Crusher, I began to politely lecture my waiter on the difference between a Slow Beer and a Bonecrusher, and why craft beer is unique to itself. I enjoyed the rest of my dinner and some how started a conversation with the manager (I didn’t know she was the manager).
We spoke a lot about craft beer and we agreed on most points on how craft beer is changing the way people enjoy beer and why they’re all different, and then we got onto the price where she said: “Craft beer is an elite drink right”.
It was at this point that I tried, in the nicest way possible, to explain why all craft beer is not created equal or should be seen as elitist.
No it’s not, and that’s good!
I read an article the other day about how “Sixty percent of craft beer sucks and half of the breweries in America are doomed.” you can read the whole article >>here<
Just like the market in the States, craft beer here is also defined by it’s quality, brands that don’t meet it, seldom stick around, or lack the capital to scale.
Most of the time small scale brewers don’t have the cleaning standards or facilities to ensure this quality. It’s not always their fault, it is a matter of money.
Which brings me to Piatto, and other restaurants selling craft beer as an elite product. Just calling it craft, does not make it superior or worthy of the price tag. Saying something is craft, it seems, is adding a designation to it being handmade, and therefore much more effort had gone into making it, and therefore quality.
Which is not good for the industry, because tasting a poor beer, can put you off the label: craft, entirely. This is broader discussion on market education I agree, but not all craft beer is made equal, and should be sold as such.
Some craft beer is vastly more popular and known and created differently than others, should they all be sold at the same price?
So what to do then?
I’m not saying that each craft beer should be as cheap as a South African Breweries brand, not at all, and I’m not even saying it’s the breweries pushing the prices of their own brand.
What I am saying is that like wine, prices of craft beer, from diners, should be based on much more than: “It’s an elite product”, to make some extra money on a trend (It’s not a trend), craft beer should be open to everyone, not just the fine diner.[/vc_column_text][vc_empty_space][vc_column_text]
What do you think about the price of craft beer at restaurants? Do you agree, disagree, have a different point of view? Comment below:
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Originally published at Joburgbrew.