This week we chat with Jamie Cook who, while these days better known as a founder of Stone & Wood Brewery, has many years of experience working for Australia’s two largest brewing companies as well as as a marketing consultant. Jamie is one of our favourite industry watchers and while the conversation inevitably comes back to Stone & Wood’s approach to business, the conversation looks at issues of craft, provenance, beer bubbles and the future of beer. (We had teed up this interview some weeks ago for this to run today, and it is a coincidence the brewery features in our feed several times today.)
The interview kicks off looking at the new English United Craft Brewers group’s proposed definition of ‘craft beer’, which currently reads:
A craft brewer is:
- Authentic: Brews all beer at original gravity. Owns and operates a craft brewer based (HQ) in UK
- Honest: The place where the beer is brewed is clearly listed on the label of the beer. All ingredients are clearly listed on the label of the beer. All the beer is brewed at a craft brewery.
- Independent: Less than 25 per cent of the craft brewery is owned or controlled (for equivalent economic interest) by an alcoholic beverage industry member that is not itself a craft brewer.