Everyone is talking about the craft movement in the US, but few are talking about the changing marketing and legislative dynamics, which may significantly impact its future. Euromonitor International explores the potential of pairing the craft movement with an equally relevant movement, crowdfunding. How will potential legislation enable crowdfunding to help craft breweries increase their capital without going public?
Craft - The Never-Ending Debate
While the Brewers Association defines craft breweries as those producing less than six million barrels and with less than 25% ownership or control by another alcoholic beverage industry member which is not itself a craft brewer - sorry Blue Moon, Shock Top and Leinenkugel lovers, this is the institutional definition - it is more of a definitional assuagement for brewers which have become fairly large and want to still be considered craft rather than accounting for how consumers define craft. According to the Brewers Association, the craft movement grew by 15% in US dollar value terms and 13% in volume terms in the first six months of 2013.