Authentic and artisanal: Craft food and beverages

Aug 2018

Craft food and beverage product launches have experienced a CAGR of +28 percent globally over the past five years. Craft NPD has moved from the initial craft beer movement to a wider range of beverage products, including spirits, tea and coffee. Craft foods are also on the rise, particularly in the confectionery, bakery and snack categories. The marketing of craft food and beverages encompasses themes of authenticity and differentiation, such as highlighting artisanal processes, local production in small batches and the origin of ingredients.


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Titos Handmade Vodka (India). Comes in a 750 glass bottle. Crafted in an old-fashioned pot still by America’s original micro distillery, just like fine single malt scotches and high-end French cognacs. This time-honored method of distillation requires more skill and effort than modern column stills.