Driving Craft Community Connection Everywhere!


BrewTapp launches it’s Phase 1 test zone this Summer at a time when there’s been media-musing over whether the craft beer bubble has burst, reached it’s perfectly-brewed peak or at least come to a frothy, creamy head already.

Reasons for this somewhat drama-tinged hype range from big-league drink brands charging in like bulls in a brewery shop buying up the cool brands to reaching a saturation point after several years of emphatic growth.

It’s true. The global drinks behemoths saw an industry explosion and waded in ham-fisted waving the big bucks

Budweiser bought Camden Town Brewery in 2015. Carlsberg bought London Fields in 2017. Heineken secured the Brixton Brewery (also in 2017), then London’s Beavertown for a cool £40 mil. last Summer. (Brixton Brewery & Beavertown founders retained control, selling only minority shares and both channelled the Heineken funds into building bigger breweries to meet their respective demands)

Even Fuller’s gobbled up Dark Star lock, stock and a fair few barrels in 2018, only to be gobbled up themselves by Japanese Asahi in January 2019.

Who can blame the independent drinks companies for taking the money of the big gun for all their hard-earned indie craft cred!

Is this anything new anyways? These same traits of business applications across all industries whether it’s gaming, architecture, sport, Hollywood, technology, social media, supermarkets or bananas… 

The big dogs buy out the indie upstarts, then the indie upstarts become the big dogs and the cycle hits repeat.

It’s also true that the number of craft brewers almost doubled between 2013 and 2018 to close to 2300 breweries, the first time Britain had in excess of 2000 breweries in ninety years. That rate of increase includes a record-breaking 395 new openings in 2017. However, last year, brewery launches plummeted to just 8… E I G H T!!?

Hence the howling harbingers of doom & headlines full of brewer’s droop!

So amidst this alleged cloud of uncertainty – “Why now?!”- we hear you shout when it comes to BreTapp’s imminent Phase 1 Test launch…

The answer is hardly rocket science or even craft brew science, for that matter.

When we reached a saturation point of all night telly programming in the 1980s, did we revert back to just 4 channels of choice and watch the white dot disappear to a dark, black screen of nothingness post-midnight?

Of course, we did not… Now we have 100s (if not 1000s) of channels to choose from all times of the day or night. Then we did away with appointment-to-view TV in favour of ‘watch when you want, how you want’.

When we reached a point of audiovisual evolution gravitating away from vinyl, CDs and DVDs, did we revert back to cassette & VHS? Of course, we did not… We moved onto digital downloads and storing TEN THOUSAND songs in our pockets on our “phones”. Then from “in our pockets” to “up in the cloud” to some electronic ether.

Before the next hundred years is out, it’s likely we’ll have no use for wheels, walls, engines, print, food, time… Space travel beyond that electronic ether will be a thing. For some. The physical world is exponentially changing and challenged every single second of the day, all over the globe. We’re more connected than ever before, yet seem more isolated than in any previous era. Everything is instant, but there remains something… lacking.

Human interaction. Something real. Substantive…

Genuine, real, shared experiences.

So in this next stage of beervolution, YES. The Big Drinks bought the little drinks. And YES, fewer people opened fewer breweries. But are our craft-dinking tastebuds likely to devolve or vanish? Are we really likely to revert back to what we drank before we discovered craft nectar??

OF COURSE NOT!! Single-channel black & white telly and the return of C60 cassettes are more likely. [Go check ‘em out. They really were quite dinky!!]

Craft drinkers are here to stay because it’s a true experience. It hot wires our feels. Reminds us to feed our physical senses. Our tastes. It provides a life more seeped in tradition, in a contemporary context with which we are more accustomed in this ever more fast-paced life we lead.

It tells us that we have choices of lifestyle.

That we can share and learn and experience things.

Together.

More than reaching a plateau or apex its zenith, craft lifestyle has simply reached an acceptance.

It’s a cultural zeitgeist that signifies people want choices that mean something to them, that brings them closer to their locale and to their friends. That makes them feel alive. People want something that discerningly, genuinely reflects them, not everyone else.

So we believe that BrewTapp launching now is THE perfect time.

There are tremendous communities everywhere. Here in Britain and across the world. Kindred spirits who want meaning and togetherness.

Tradition. Personalisation. Innovation. Integration. Connection.

Loyalty. Trust. Belief. Kinship. The rewards are multiple.

BrewTapp is here to join those dots and bring a sense of beer-longing right to your door. There’s a craft to convenience. We aim to deliver it.

THE NEWEST, MOST DYNAMIC CRAFT BEER MARKETPLACE: AT YOUR SERVICE

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