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Why one beer brand is on a mission to remove the 'silliness' from craft

The craft beer market has been steadily gaining pace over the past few years, with a number of brands such as BrewDog and Camden Town making their mark and helping the category grow in popularity.
But many of the rules that have been created by the sector have added needless complexity, which could be alienating some consumers, according to Adrian Mooney, marketing director at Lion Little World Beverages.
“It can be silly [craft beer culture], with people sniffing hops and talking about where the hops are from when a lot of people just want a great beer,” he tells Marketing Week. ....

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Brewgooder unveils new-look 'global impact tracking' can

Brewgooder co-founder Alan Mahon
BREWGOODER, the Glasgow-based purpose-driven beer brand, is enabling beer drinkers to track the global impact of their purchase through new interactive cans.
The news comes after it announced an ambitious pledge to produce one billion pints of clean water in the next three years as part of a new partnership with Charity: Water, an organisation committed to solving the global water crisis in our lifetime.
Through the partnership, the sale of each individual Brewgooder beer will contribute 100 times its volume in clean water to support ongoing projects in 22 countries where reliable nationwide access to clean water continues to be a challenge, including Bangladesh, Burkina Faso, India, Kenya and Cambodia. ....

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Best craft beer 2021: The tastiest craft beers in the UK

Admittedly, the craft beer scene can seem a little much at first, with all those fanciful names and cans covered in outlandish artwork. And yes, some people can be snobbish about craft beer, but don’t let that put you off – craft beer is for everyone. You don’t have to know which hop varieties were used in the latest collaboration between two Kickstarted micro-breweries to enjoy a good beer. You can just try new things and see what you like.
If you don’t know where to start or are simply looking for a change from your usual tipples, we’re here to help with this selection of delicious UK beers. There are plenty to be cracking on with, from standard IPAs to coffee-infused porters. Before our product roundup, you’ll find a quick buying guide that should answer any questions you might have about craft beer. And of course, please remember to drink responsibly. ....

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New drinks launches 26 March

New drinks launches 26 March
morningadvertiser.co.uk - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from morningadvertiser.co.uk Daily Mail and Mail on Sunday newspapers.

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Lion Little World faces flak for free beer plan

Lion Little World faces flak for free beer plan
thegrocer.co.uk - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from thegrocer.co.uk Daily Mail and Mail on Sunday newspapers.

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