THE CRAFT
What is beer?
The love of beer is as old as human civilization itself. Historians theorize that civilization came about because there was beer!
Hunters, gatherers, and small plot farmers came to the towns to buy and sell their wares – and to drink beer.
In fact, beer was used as currency: as payment for a day’s wages and meted out in cups. The first written records of beer date back to 7,000 B.C. and these ancient Sumerians even worshiped the goddess of intoxication, Ninkasi.
From there, beer developed in tandem with the transition from hunter/gatherer societies to agrarian societies and became an integral part of human social life since the beginning.
But then it just got boring… until craft beer came along.
What is Craft Beer?
Mega corporations came and stole the fun out of beer by mass producing cheap, watered-down beers with artificial flavoring. Craft beer started as a rebellion against these boring big-bev lagers. Craft beer is here to challenge us to think differently about beer!
Craft Beer is always:
- Small: allows brewers to pay artisan attention to nuances that mass production destroys
- Independent: like Indy music, these brewers make what they want, they put creativity and craftsmanship before profit
- All-Natural: it’s back to the future – innovating ancient brewing practices and using all natural ingredients to produce fresh, raw beer with all the unfiltered flavor nature can offer. No fake syrups here.
But there’s something else about craft beer that’s harder to define. It’s culture. Innovation and creativity is in the DNA for many of the world’s best craft brewers. It’s what propels them out to the beer frontier.
If traditional beer can be described as a history museum where brewers continue to do it the same old way for 300 years, then craft beer is like a dance club. Craft beer is what’s happening now. Always evolving. Always growing. Always morphing into what’s next. Craft beer is NOW.
Craft beer is not about finding the beer you’ll drink the rest of your life. It’s about the constant search for new, interesting and mind-blowing beer. We like to think of it as the search for enlightenment through beer. The search for (…wait for it…) Beervana.
What is Craft Beer?
Mega corporations came and stole the fun out of beer by mass producing cheap, watered-down beers with artificial flavoring. Craft beer started as a rebellion against these boring big-bev lagers. Craft beer is here to challenge us to think differently about beer!
Craft Beer is always:
- Small: allows brewers to pay artisan attention to nuances that mass production destroys
- Independent: like Indy music, these brewers make what they want, they put creativity and craftsmanship before profit
- All-Natural: it’s back to the future – innovating ancient brewing practices and using all natural ingredients to produce fresh, raw beer with all the unfiltered flavor nature can offer. No fake syrups here.
But there’s something else about craft beer that’s harder to define. It’s culture. Innovation and creativity is in the DNA for many of the world’s best craft brewers. It’s what propels them out to the beer frontier.
If traditional beer can be described as a history museum where brewers continue to do it the same old way for 300 years, then craft beer is like a dance club. Craft beer is what’s happening now. Always evolving. Always growing. Always morphing into what’s next. Craft beer is NOW.
Craft beer is not about finding the beer you’ll drink the rest of your life. It’s about the constant search for new, interesting and mind-blowing beer. We like to think of it as the search for enlightenment through beer. The search for (…wait for it…) Beervana.
