In recent years, there has been a trend in the beer industry of attempts by traditional breweries to impersonate craft breweries. A number of factors have contributed to this trend, including the growing popularity of craft beer and the desire of traditional breweries to maintain importance in a changing market. In this article we will look at some of the reasons why traditional breweries are trying to impersonate craft breweries.

The popularity of craft beer

Craft beer has become increasingly popular in recent years, with more and more people looking for unique and complex flavours in their beer. This trend has put pressure on traditional breweries to adapt and offer more diverse and innovative beer options. By impersonating craft breweries, traditional breweries can enter this growing market and attract new customers who are looking for something different.

Competition

The growth of craft breweries has also increased the competition in the beer market. Traditional breweries may feel threatened by the success of craft breweries and see impersonation as a way to stay competitive. By offering their own craft beers, traditional breweries may attract consumers who are already loyal to craft beer but may want to try something new from a trusted brand.

Innovation

Craft breweries are known for their innovation and experimentation, and traditional breweries may see impersonation as an opportunity to inject a new life into their brands. By creating new and unique beer options, traditional breweries can attract the younger, more adventurous audience as well as stand out from the competition. For example, the popular IPA and APA styles of craft beers do not mean the same quality and depth of flavour delivered by craft beers.

Marketing strategy

Finally, traditional breweries may try to impersonate craft breweries as part of their marketing strategy. Craft beer has a certain prestige and attractiveness, and traditional breweries may try to take advantage of this appeal by positioning themselves as craft breweries. In this way, they can create a sense of exclusivity and differentiate themselves from other traditional breweries that do not embrace this trend.

In conclusion, there are several reasons why traditional breweries try to impersonate craft breweries, including the popularity of craft beer, competition, innovation and marketing strategy. While some may see this trend as inauthentic, it can also be seen as a way for traditional breweries to adapt and maintain their position in a rapidly changing market. Ultimately, it will be up to consumers to decide whether they prefer the authentic flavours and innovation of craft beer, or the familiarity and trust of traditional breweries that resemble craft offerings.