Craft beer versus mass-produced lager brands – there is no comparison. Zero parallels to be drawn. In a world dominated by the latter, we strike out for flavour, variety and independence. Unlike the other guy. Industrial beer is our nemesis and the fact that it outsells all the hard work of craft breweries many times over is a travesty. But there is a way to change all of that.
Follow the numbers. The numbers never lie.
RateBeer is an online global community of hundreds of thousands of beer loving humans who critique, evaluate and then score beers. The scores are then processed through an algorithm to produce a total rating out of 100. The closer a beer gets to that perfect triple-digit tally, the better it is. It’s that simple.
In the eyes of the beer industry, RateBeer is the biggest consumer-driven focus group out there. With members in over a hundred countries, these guys know their shit when it comes to beer.
From today, you may spot a series of adverts in the wild, showcasing how our flagship beer, Punk IPA, rates against some of the biggest beer brands in the world. Craft beer is still less than 4% of the UK beer market. That means over 96% of beer drinkers are choosing mainstream macro brands over craft beer.
Our intention with the campaign that you’ll see from today, is to highlight the difference in quality and taste between craft and mass market beers, as we continue on our mission to make other people as passionate about great craft beer as we are.
Good people drink good beer. And we’ll drink to that.
If you see these scores on your travels, let us know on social media tagging @BrewDog – and let us also know which craft beer you’ll be drinking to toast the next wave of the craft beer revolution!