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." '
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