One of my favorite classes, when I was at UNC, was on the history of the Constitution since the Civil War. We studied all the major Supreme Court decisions that led to the Civil War and all the major decisions after the war as well as all the Constitutional Amendments from the end of the war through the 20th century. It was interesting mostly because it was a good way to survey how the modern US government was formed and took shape for the last 150 years of the country’s history.
The concept that has stayed with me the most from that class is “annotative law vs. connotative law.” In other words, what the law says in the statutes vs. how the law is enforced and interpreted. Those are often two very different things.
Annual production of 6 million barrels of beer or less (approximately 3 percent of U.S. annual sales). Beer production is attributed to the rules of alternating proprietorships.
Less than 25 percent of the craft brewery is owned or controlled (or equivalent economic interest) by an alcohol industry member that is not itself a craft brewer.
A brewer that has a majority of its total beverage alcohol volume in beers whose flavor derives from traditional or innovative brewing ingredients and their fermentation. Flavored malt beverages (FMBs) are not considered beers.
That means, generally speaking, any beer made by those brewers is a craft beer.
That is the annotated definition of what craft beer is. The connotative definition, the one people define themselves in a way that they understand is where things get murky and where arguments and hyperbole ensue.
This all started while I was on my sabbatical from writing about beer after the Cicerone test punched me in the face. I read two or three tiresome Twitter threads that were arguments between craft beer people. What I noticed in all these arguments were the two sides the arguments were having two different arguments. Mostly, arguing past each other. I wondered why was this and the only conclusion I came up with is that while they agreed on the general definition of what craft was, there were differences in details and their approach to craft.
Let’s step back and think about the definition of craft again. We have the Brewer’s Association’s definition. The question then becomes how is the concept of craft beer interpreted and expressed by different people involved in the industry.
One of the things I find interesting about ideas and concepts like craft, alternative, independence, and freedom is how in a modern capitalistic society they can be co-opted by businesses and advertising agencies to sell stuff. When you buy a pair of jeans you are not only buying those jeans, you are buying whatever concept and narrative the manufacturer and their advertising company have built up around those jeans.
For many people, buying and drinking craft beer has become the same as listening to a certain band, watching a certain television show, or buying certain clothes. They represent a narrative you want to express about yourself without talking.
This week, I want to use this space to theorize how each constituency, brewers, distributors/wholesalers, retailers, bloggers, and drinkers, defines craft beer. Why do I include bloggers as a separate constituency from drinkers? Usually, bloggers aren’t a part of the constituencies that directly financially benefit from craft beer, but they are a great deal more informed than the average drinker. They also help drive the conversation surrounding craft beer in a way sometimes disproportionate to their actual reach.
Then to wrap up, I will delve into the idea that even within each of those groups is another dialectic between what I term the Realists on one side and the Romantics on the other. That is where the real fireworks take place.
I hope to have fun doing this and you I hope you come back to read at least part of it even if you don’t agree with it.