If you haven’t read this article, read it now before you go on: http://www.azcentral.com/thingstodo/bars/articles/2011/10/19/20111019beer-buzz-andy-ingram-expert-craft-beers-brewing-arizona.html
This article has currently aggravated way too many people in our peaceful beer world. The just of this article is coming down to this:
A lot of consumers don’t think for themselves anymore. They would much rather be told or directed by an “expert” then have to try 1,000 different beers before they realize that Busch Light is the only beer they’ll ever understand (if they’re lucky) or like.
Fine, Andy Igram (and all who are on his side), I agree. “Experts” direct and give the advice consumers want and need. That is unfortunate for you because one or many of those 1,000 beers could be your product and a potential life long customer.
The solution? Stop complaining and start marketing. Beer Advocate and Beer Pulse are genius businesses and magazines. Craft beer is still very young but is high on the rise. Consumers want to be involved but their lack of craft knowledge will only lead them to what the “experts” say because they are eager to learn. Take advantage of it! This is something that will never change (whether it’s craft beer or a different product) because once again, most people like being told what is “good”. So start promoting and continue competeing. There are people like me (and dozens more, I follow them on Twitter) that are apathetic and are able to make decisions for themselves.
Expert, celebrity icon, friend, etc. it doesn’t matter. Someone is going to listen to someone else (World of Mouth), but sulking and complaining that experts are changing the meaning of this craft is ludicrous. Focus on making a good product and then marketing it well. A well-crafted and produced product will speak for itself.
Hoosier Beer Girl 