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Small-scale breweries switch from craft beer to 'indie' label
The Guardian
|October 22, 2024
Small breweries in the UK are ditching the term "craft beer" in favour of "indie beer", warning that global corporations have bamboozled many drinkers into believing that formerly independent brands are still artisanal hidden gems.
In a survey by YouGov that marks a new phase of the bitter war over what constitutes "craft beer", consumers were asked to say whether 10 beer brands were made by "independent craft breweries".
Corporate branding has been so effective that 40% of those surveyed thought that Neck Oil, brewed by the Heineken-owned Beavertown, was independent, a higher score than genuinely standalone breweries such as Vocation, Fyne Ales and Five Points achieved.
Esta historia es de la edición October 22, 2024 de The Guardian.
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