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‘Drink Craft, Not Crafty!’ iPhone app debunks big beer masquerade

06-Mar-2014
Last updated on 07-Mar-2014 at 10:04 GMT - By Ben Bouckley+
Photo: John Karakatsanis/Flickr
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Spytap Industries has developed an iPhone app that allows users to scan beer barcodes to separate true craft beers from ‘assembly line multinational macrobrewed imposters’.

You can also use the Craft Check app (screenshots below) to search by brewery to determine a beer’s origins, in line with the definition of ‘American Craft Brewery’ given by the Brewer’s Association.

Our verdict? It’s a great idea, and only costs $0.99. It’s also a concept that will furrow brows within big beer, given the multinational penchant for running ‘craft’ operations at arm’s length to try and preserve their brand equity and authenticity in the consumer’s eyes.

Then again, where do you draw the line. For instance, I like drinking London Pride on cask, and there's no doubt Fuller's has scale. But it's still an independent family brewer, and there's also no doubting its authenticity or 'craft', brewed by the Thames since the 1950s.

Related topics: Markets, Beer, Wine, Spirits, Cider