Craft beer, also known as Artisan beer or ‘Real Ale’is typically produced by small independent Micro brewers and are brewed using traditional methods and , usually , traditional ingredients but some brewers are exploring new ingredients to produce distinctive ales that are uniquely different. Sea Break ale for example uses a variety of kelp to great effect and other brewers experiment with herbs and spices to flavour their beer with.
This diversity of Craft beers and Real Ales has become a hugely popular market which has always had the image stereotype of the typical Campaign For Real Ale (CAMRA) supporter. That of an older white male, usually possessing a bushy unkempt beard and matching beer belly. That perception, thankfully, is changing as the niche nature of the Craft beer makes it attractive to the Hipster generation.
These Hipsters are often clean shaven or more likely sporting a neatly trimmed goatee, or well maintained mutton chop sideburns and an ‘ironic’moustache. Often the Hipster is derided as an arrogant poseur whose very existence is seen as an affront to ‘normal’people. This is of course rubbish of the highest order and I would say that any product that attracts the attention of Hipsters should be delighted.
Hipsters tend to be well educated smart people in good jobs with a high disposable income. The sort of people who set trends rather than follow them and can turn a niche product into a mass market item simply by raising its profile amongst the chattering classes. CAMRA has for years been struggling with the perceived stereotype as described earlier whereas in fact its membership includes young professionals , manual workers ,etc of both sexes and all ages.
I am sure that if Hipsters would sign up to CAMRA then they would be overjoyed. The mass marketing of beer and lager has led to a homogenising selection of fairly bland beverages across the board. The growing popularity of Craft beer can only be seen as a good thing. The more discerning customer will be pleased that he or she can choose from a wider selection of beers in more venues due to the popularisation of the niche beer market.
So thank you Hipster craft beer enthusiasts. You are doing us all a favour. Cheers!