American craft beer is disruptive, impactful, and made by the right people.
- Disruptive: Like all revolutionary technologies, craft beer disrupts the dominant paradigm. Craft beer disrupts the old definitions of beer and brewing. It disrupts a drinker's expectations. It disrupts the marketplace with innovation and originality. After three imperial IPAs, it even disrupts a person's ability to find his car.
- Impactful: Craft beer is bold, it's unexpected, it's radical. Drinking craft beer is like getting punched by a stevedore.
- Brewed by the "right" people: Craft beer is brewed by the guy down the block. Or possibly contract brewed by the guy down the block. Or possibly by 243 guys on the other side of the country. It might be brewed in a series of large industrial breweries as well, just not breweries that are too large. It is never brewed by large Belgian-owned brewing conglomerates, but middle-sized Belgian brewing conglomerates are a-okay. (Middle-sized Costa Rican conglomerates are not a-okay.) Actually, we'll tell you who the right people are. We keep a list.
I will say this: it's honest. I'm not sure it will be a PR coup, but you never know. I thought that "crafty" campaign was going to backfire, too.