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A fake grassroots organization (one sponsored by an industry but made to look as though it was set up by regular people) is called an "astroturf" group. Is there a similar name for a "craft beer" that's actually produced by one of the big brewers (AB InBev, SABMiller, etc.)?

Said another way, what do you call a beer that is made to look as though it was brewed by a small, independent brewery but was really produced by a major brewer?

Examples might be Blue Moon (SABMiller) or ShockTop (AB InBev).

skypanther
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1 Answers1

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In Wisconsin, there is not a coined term for those types of "craft brews" as produced by a global brewery. They are generally referred to simply by describing the brew as a/an fake or impostor craft, craft-style beer, or Big Beer craft. (The descriptors simply degenerate as the beer-passion elevates.)

This 2013 TIME article simply references "Faux Craft" and "Crafty" http://business.time.com/2013/08/13/that-craft-beer-youre-drinking-isnt-craft-beer-do-you-care/

If it's a matter of simply communicating effectively, I don't feel the need to use a coined term (as astroturf is to grassroots). For marketing purposes, however, it seems there is still time for a hilariously ironic name to be coined.

MsKensington
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  • I was hoping for a hilariously ironic name :-) "Crafty" is okay but not great, "faux craft" is a bit clearer. Thanks for the answer! – skypanther Oct 18 '15 at 12:41