Misuse of "Craft" And Similar Terms Increasingly Bring Scorn and Litigation

"It’s not surprising that the power of the words, “craft” “handmade” “small batch” would be adopted by large brands and used despite the intent of these words. When a brand sells hundreds of thousands or millions of cases, one needs to wonder whether the use of these words is marketing hype (as in “smooth”) or outright fraud. At the same time, there are also small distillers jumping on the bandwagon without the real credentials." -- When is the term ‘craft’ authentic and when is it marketing hype?

This post from an online label-checking service shows how widespread the issue actually is: Handmade, Homemade, Handcrafted — What’s Safe These Days?

Pernod Ricard Is A "Craft" Spirits Wannabe

 Global spirits giant Pernod Ricard wants to cash in on the success of artisan and craft beverages (Pernod looking 'very closely' at craft acquisition).

But it looks like it also wants to co-opt the sweat of small artisan distillers by trying to adulterate the meaning: Pernod Ricard chief takes aim at ‘craft’ spirits.

According to the Financial Times, the head of the  world’s second-biggest distiller wants big brand owners to fight back against the craft spirits industry.

' "I’m struggling with the definition of craft spirits. Does it have to mean small? Or an entrepreneur with a pot-still in his garage?” asks Mr Alexandre Ricard, who is in the third generation of France’s Ricard drinks dynasty.

'Arguing that the heritage and savoir-faire involved in distilling Beefeater gin or the 300-year-old Martell cognac brand are more important than size, he says: “We need to communicate to consumers what ‘real’craft is." '

Jim Beam is the latest spirit sued over 'handcrafted' claim

"Big bourbon is battling a swarm of lawsuits: Jim Beam, whose white label is the biggest-selling bourbon by volume, was hit Tuesday with a $5 million-plus lawsuit over claims that it is "handcrafted."
"Beam is the latest to come under fire. Maker's Mark, Angel's Envy, Tito's vodka and Templeton rye face also court challenges."

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Pepsi Tries To Pass Itself Off As "Craft"

As the Craft Beer Blacklist has pointed out, the big brew factories have been deceiving the drinking public for years. 

And now, along comes Pepsi as a corporate imposter trying to pass itself off as a craft ... hipster soft drink. 

The story is well told in today's San Francisco Chronicle: "As tastes change, big food makers try hipster guises."

Seems to have left out an ingredient found in honest craft beverages: authenticity.