Beerlines

Insights on beer marketing & PR by a beer-war vet

25 November
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Sizeism and craft beer

Sizeism is discrimination based on size.

When it comes to craft beer it usually translates to ‘big is bad’ antipathy.

The sizeism word jumped out to me in an article about coffee in the February edition of Time Out Melbourne. It was about big versus small coffee companies and ended with:

“So maybe we shouldn’t be so quick to get on our high horses because a brand isn’t new and tiny. Remember friends: sizeism is wrong.”

Having worked for big brewing I know that ‘big’ provides an easy target. But, as the guy from Genovese coffee noted, you usually get bigger if you get better.

And so it is with craft beer.

Big is often positioned as bad. Much of that angst is just sizeism. An earlier post highlighted the beneficial halo effect of big retail and big brewing’s venture into the craft segment.

Big smoke & mirrors: faux craft
Where ‘big’ does itself no favours is when it pretends to be artisan and small.

On this point, regular commentator Crafty Pint highlights what the editor calls ‘faux craft’ beers. Crafty’s recent enewsletter pointed to faux craft call-out examples by Phil Cook’s Beer diary in NZ and an article by Denis Wilson ‘Big Beer dresses up in craft brewers’ clothing‘ in the US.

I’m not sure whether it’s the size or the subterfuge, or the combination of both, which clearly gets up the nose of these commentators. Which ever: their bullsh*t radars are pinging loudly.

Transparency rules
In an increasingly networked market where Googled social media will quickly uncover a brand’s provenance, pretentious smoke and mirrors – faux craft – is stupid.

Consumers respond positively to honesty and transparency and negatively to deception and obscuration. No surprises there. So .. if a brand is owned by big brewing then deliberately trying to hide that fact is not only stupid it also smells – and consumers have good noses.

Cheers!