What Does 'Craft' Really Mean in Beer and Spirits? Indian context ?

Why one of the beverage industry's most powerful marketing terms remains legally undefined—and why transparency may matter more than terminology.
Walk into almost any bottle shop or cocktail bar today and one word appears with remarkable frequency: Craft.  Craft beer. Craft gin. Craft rum. Craft whisky. Craft vodka.
Over the last two decades, "craft" has evolved from describing a small movement of independent producers into one of the alcohol industry's most valuable marketing terms. Consumers often associate it with quality, authenticity, innovation and local production. Yet despite its widespread use, there is one surprising reality.
There is no internationally recognised legal definition of "craft" beer or "craft" spirits.
While many countries regulate what may be called Scotch Whisky, Cognac, Champagne or Tequila, the word "craft" largely exists outside legislation. Instead, it is shaped by industry practice, consumer perception and marketing.
The United States: An Industry Standard, Not Federal Law
The United States is often regarded as the birthplace of the modern craft beer movement.
However, the Alcohol and Tobacco Tax and Trade Bureau (TTB)—the federal agency responsible for regulating alcohol production and labelling—does not define what constitutes a craft brewery or craft distillery. Instead, the industry's most widely accepted benchmark comes from the Brewers Association, an independent trade organisation.
According to its voluntary definition, a craft brewer should be:

• Produce 6 million barrels of beer or less annually
• Be less than 25% owned or controlled by a non-craft beverage alcohol company
• Hold a federal brewer's permit and produce beer as its primary business

These criteria have become influential worldwide, but they remain industry guidelines rather than legislation.
The United Kingdom: Independence Over "Craft"
The United Kingdom takes a different approach. British alcohol legislation defines products for taxation and duty purposes but does not legally recognise the word "craft."  Instead, the UK's Small Producer Relief provides reduced excise duty for qualifying smaller producers, regardless of whether they market themselves as craft. Interestingly, the industry itself has begun moving away from the term. The Society of Independent Brewers and Associates (SIBA) introduced the Indie Beer certification mark to help consumers identify genuinely independent breweries. The initiative reflects growing concern that acquisitions by multinational companies have blurred the meaning of "craft" in consumers' minds.
Europe: Supporting Small Producers, Not Defining Craft
Across the European Union, excise legislation allows Member States to provide tax relief to small independent breweries. However, these provisions exist for fiscal purposes rather than marketing.
There is still no harmonised EU definition of craft beer or craft spirits, and producers remain free to use the term provided they comply with general consumer protection and labelling laws.
Around the World, Consumers Associate With Almost the Same Thing
Although legislation varies, consumers across different markets tend to associate "craft" with remarkably similar characteristics. They expect products that are:

• Produced on a relatively small scale
• Independently owned
• Made using high-quality ingredients
• Rooted in local identity
• Created with greater involvement from the brewer or distiller
• Innovative rather than mass-produced

These expectations have become part of the craft movement's identity—even though none of them is universally required by law.
When Success Creates Confusion
As craft beverages gained popularity, many successful independent producers attracted investment or were acquired by global beverage companies. Brands that had built their reputation on independence suddenly became part of multinational portfolios. This sparked one of the industry's longest-running debates.Can a  beer or spirit still be considered craft if it is owned by a multinational company? There is no universally accepted answer. Some believe ownership defines craft. Others argue that craftsmanship depends entirely on production methods, ingredients and quality. Because no legal framework exists, both viewpoints continue to coexist.
Beer and Spirits Face Different Challenges
​The craft beer movement was driven largely by brewing innovation. Independent breweries introduced styles such as New England IPAs, barrel-aged stouts, sour beers, saisons, wheat beers and mixed-fermentation ales, encouraging consumers to explore flavours beyond mainstream lagers. The spirits industry presents a different challenge. One distillery may ferment its own grain, distil, mature and bottle every drop on-site—a true "grain-to-glass" operation. Another may purchase neutral spirit, redistil or infuse it with botanicals before bottling it under a premium brand. Both products may be marketed as craft. For consumers standing in front of a retail shelf, the difference is rarely obvious.
Global Examples of Craft in Practice
Around the world, respected producers demonstrate that craftsmanship is often defined by philosophy rather than production volume. Breweries such as Sierra Nevada and Stone Brewing helped shape the modern craft beer movement through innovation and distinctive beer styles.
In spirits, distilleries such as Four Pillars (Australia), Monkey 47 (Germany), Kyrö Distillery (Finland), Cotswolds Distillery (England) and Westland Distillery (United States) have built their reputations through local ingredients, production transparency and regional identity rather than scale alone. These producers differ greatly in size and ownership, yet each has contributed to consumers' understanding of what craftsmanship can represent.
​What About India?
India's premium beverage industry has entered an exciting phase. Craft breweries, Indian single malts, premium gins, artisanal rums and agave spirits are introducing consumers to new flavours and production philosophies. Brands including Stranger & Sons, Hapusa, Segredo Aldeia, Maka Zai, Mohulo and several emerging craft breweries have demonstrated how local botanicals, regional ingredients and authentic storytelling can create distinctly Indian products. Yet, like most global markets, India has no legal definition of craft beer or craft spirits. As the category grows, the opportunity is not merely to use the word "craft"—but to build trust through greater openness
.Perhaps Transparency Matters More Than Terminology
Rather than debating who deserves the word "craft," perhaps the industry should focus on giving consumers more information.
Imagine if bottles voluntarily disclosed:

• Annual production volume
• Independent or corporate ownership
• Whether fermentation and distillation occur on-site
• Origin of the base alcohol
• Batch size
• Production method
• Key ingredients

Consumers could then decide for themselves what craftsmanship means. Such transparency would do more to build trust than any marketing slogan.
The Happy High's Take
Perhaps the industry has been asking the wrong question. Instead of asking, "What is craft?", we should be asking, "What does the consumer deserve to know before buying this bottle?"
Craftsmanship cannot be reduced to rustic labels, vintage fonts or clever storytelling. Nor can it be measured solely by production volume or ownership. The producers most deserving of recognition are often those who are willing to be transparent about how their products are made, where their ingredients come from and who stands behind the brand. Perhaps the future of craft does not lie in creating another definition. Perhaps it lies in creating a culture of transparency.
Because when consumers know who made a beverage, where it was produced, how it was made and who owns it, they no longer need to rely on a single word printed on the label to judge its authenticity.