Crafty beer when craft is just marketing
In the United Kingdom, 7 out of 10 beers sold as craft are produced by large multinationals. CAMRA has raised the alarm. In Italy, there is a law, but problems remain. And we at Maltese want to be clear about who we are.
The problem of "crafty" beers
They are called crafty beers: industrial products packaged with a craft aesthetic, evocative names, vintage labels, and fantasy stories. The goal is simple: to make the consumer believe they are buying something independent, local, authentic. When behind it is a billion-dollar giant.
The phenomenon exploded in the United Kingdom, where CAMRA (Campaign for Real Ale) recently reported that seven of the ten best-selling craft beers in the country are produced by just four large global conglomerates. A distorted market, where small independent breweries — despite quality and innovation — remain confined to a 7% market share, while real consumer demand could support 20%.
In Italy: there is a law, but it’s not enough
Italy is one of the few European countries to have legally defined what is meant by craft beer: a product made in an independent brewery, with an annual production not exceeding 200,000 hectoliters, unpasteurized and unfiltered.
An important protection, but one that shows its cracks especially in summer, when festivals, fairs, and outdoor events become fertile ground for industrial beers passed off as craft. Oversight is difficult, and communication to consumers is often lacking.
Why transparency really matters
Behind every glass of beer there is a choice. Who produces it? With what ingredients? In which brewery? Using what process?
These questions are not technical details: they are the heart of the difference between a craft beer and a beer that pretends to be one. Consumers who choose consciously deserve clear answers, not marketing campaigns worth millions built to confuse.
We at Maltese: no misunderstandings
Maltese is an independent brewery. Our beers are what we say they are: produced with selected ingredients, with carefully managed fermentation processes, without industrial shortcuts. We have no multinationals behind us. We have passion, research, and the desire to make beer that truly deserves your glass.
If you’re looking for real craft beer, you’re in the right place.
