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Craft Beer Challenges: Authenticity and Growth
This chapter explores the complexities facing independent craft breweries amidst competition from large beer corporations attempting to co-opt the craft movement. It emphasizes the need for clear definitions and legal protections for genuine craft breweries, while highlighting key industry developments such as the Dogfish Head and Boston Beer Company merger. The discussion reflects on balancing growth, maintaining authenticity, and the emotional challenges of evolving brand identities.