It’s mean to call any beer “industrialised”
If Pete Coors feels offended by the Brewers Association brandishing its independence logo, what would he make of Australian craft brewers calling their competition’s beers “industrialised”? That’s a derogatory and populist use of language if ever there was one.
Our correspondent in Australia, John Harvey, has challenged the Independent Brewers Association (IBA) on its use of the term “industrialised beer” when describing beer produced by the Big Brewers.
The term was employed by the IBA when it recently launched its independence seal.
In the official statement, IBA board member Will Tatchell was quoted as saying: “We want to educate all beer consumers, especially those who still consume industrialised beer made by massive multinational corporations, to ensure that they understand the variety, quality and emotional engagement that beer made by local independent breweries offers.”
In this context, “industrialised” appears synonymous with beers of a lesser quality made by money-grabbing citizens of nowhere.
Mr Harvey argues: “I dislike the use of ‘industrialised’ as a derogatory term in the above and do not agree with some other aspects of the relevant quote. To my knowledge, wines, spirits and soft drinks made by ‘massive multinational corporations’ are not described in this manner – so, why use it for beer? Beer is made by brewers, working in and for the brewing industry, irrespective of the size, location or ownership of the operations employing them. In my view, use of such derogatory terms and associated concepts will only encourage further division within the industry – surely undesirable at a time when collectively it faces significant and growing competition from other alcoholic beverages, plus the many challenges imposed by regulations or promoted by anti-alcohol lobbyists.”
Mr Harvey continues: “I am aware that not all readers may agree but I have long considered that, here in Australia, the brewing industry – by global standards, a relatively small one – will always be stronger united, rather than divided. In this respect, perhaps all entities engaged in brewing – large and small – could note that in Australia winemakers present a seemingly united front in promoting their industry. For them, there are no evident barriers between boutique and large wineries and products thereof, nor lengthy discussions of the pros and cons of ownership and the like.”
Perhaps the IBA’s megawatt language is only a symptom of overheated competition in the beer market, but it would still be wise to exercise restraint. In my view, consumers will not be won over by inflammatory language, only by beers that excel.
