If craft beer is disappearing. Here’s what it means and what to drink
There’s an article circulating among industry insiders that’s worth reading — even if you’re not a beer market analyst.
The thesis is simple and provocative: craft beer as a category is disappearing. Not because quality is declining, but because large industrial breweries have learned to make good beer. And when everyone makes good beer, “craft” stops being a differentiator.
But what does this mean for you as a consumer? And what should you drink now?
The cycle has come full circle
Craft beer was born as a response to an industrial market that had lowered quality to reduce costs — the so-called “watery beer era.” For over ten years, craft breweries have pushed the market upward: clean ingredients, authentic processes, real flavors.
Now industrial giants have done the same. Same direction, same perceived quality — but with channels, R&D, and production capacity that a small brewery cannot match.
The result: the boundary between “industrial” and “craft” is dissolving.
The two paths that remain
According to analysts, authentic craft beer has two options:
1. Industrialized craft — embrace broader channels and more pragmatic brand strategies, seeking quality niches in an increasingly crowded market.
2. Workshop-style — return to the roots: a small, local brewery with a real story. What we simply call “local craft beer” in Italy.
This second path is what interests us. Because it's the only one that cannot be replicated by an industrial giant.
What to drink now: our selection
If craft as a label is losing its meaning, what matters is what's inside the bottle — and who made it.
These are the breweries we choose because they have a story, a sense of place, and a philosophy that no industrial brewer can copy:
🍺 Birranova — one of the pioneers of Italian craft beer, with a range spanning from ales to the boldest seasonal beers. Discover the Birranova selection →
🍺 32 Via dei Birrai — a Roman brewery with an authentic craft approach and a range that tells the story of the capital. Discover 32 Via dei Birrai →
🍺 Birra Amiata — from the heart of Tuscany, beers that speak of place and tradition. Discover Birra Amiata →
🍺 Birra Impavida — an Italian brewery with a modern, carefully curated selection, for those seeking uncompromising quality. Discover Birra Impavida →
🍺 Birra Kashmir — beers with character, for those who want to explore different flavors. Discover Birra Kashmir →
What if you don't want to drink alcohol?
The non-alcoholic market is growing rapidly — and for good reason. New membrane filtration technologies make it possible to remove alcohol without sacrificing flavor, unlike what happens with other alcoholic beverages.
Two options we've selected for you:
🍺 Brewmaster Non Alcoholic Lager — an alcohol-free Lager that doesn't feel like a compromise. Shop now →
🍺 N.A. IPA — the alcohol-free IPA for those who don't want to give up the bitterness of hops. Shop now →
