![]() What is more, his arguments for the need for an “official” definition of craft beer are entirely nonsensical and totally evidence-free. And yet, Watt’s latest campaign, to try to get an “official”, “industry recognised” definition of “craft beer”, to “protect the fledgling craft beer movement in the UK and in Europe” and also to “protect and inform the customer”, suggests to me he doesn’t actually understand the business environment he is working in as well as he thinks he does. ![]() From last month the pair even have their own TV show, Brew Dogs, on the Esquire cable TV network in the United States, where they travel across America, visiting bars and breweries and creating “locally inspired” beers. They now have a reputation among many beer drinkers as perhaps the most iconoclastic, “edgy” brewers in the country, a growing empire of their own bars around the UK, and a presence on the shelves of leading supermarkets and in any “craft beer” bar worthy of that name. He and Martin Dickie, co-founders of Brewdog, have skillfully turned a small independent brewery in – with the greatest respect to the people of North Aberdeenshire – the rear end of nowhere into one of the leaders of the small independent brewery sector in the UK. I won’t yield to anybody in my admiration for James Watt’s abilities as a guerrilla marketeer. Below is my response, published originally over at the day job, showing how he’s completely wrong. ![]() Last week James Watt, the brewery’s co-founder, put up on his blog an impassioned argument putting the case for an “official” definition of craft beer to be adopted in the UK. “Never be afraid to be controversial” is less a statement of policy and more like a reason for living, as far as the BrewDog guys are concerned.
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