The microbrewery term and trend originated in the United Kingdom in the late 1970s to describe the new generation of small, local, independent breweries which had a focus on producing traditional cask ale. Though originally used to reflect the size of the breweries,the term 'microbrwery' has gradually came to reflect an alternative 'micro attitude' and approach to brewing of quality beer The microbrewery term and trend spread to the United States in the 1980s where it eventually was used to indicate a small brewery that produces fewer than 15,000 barrels of beer annually.
Micro or craft breweries have adopted a different marketing strategy than large, mass-market breweries, offering products that compete on the basis of quality and diversity, instead of low price and advertising., These smaller breweries capitalise on thier flexibility and adaptability and focus on experimentation and customer service.
The influence of these small micro breweries has been much greater than their market share, which amounts to only 2% of beer sales in the UK, The larger commercial breweries have introduced new 'micrbrewey style brands' intended to compete for some of the microbrewery beer market and when this failed, they have invested in their own microbrewery and beers or bought out compatable microbreweries.
Adding Your Microbrewery or Craft Brewery Website to the UK Pub Trade Directory
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20 Jul 2011
UK Microbreweries, micro breweries, small, independent, local craft breweries in England, Scotland and Wales
via uk-pub-sales.net
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