Big brewers tread lightly when promoting their "craft" beers

03/31/2013 | Adweek

Whole Foods has started tap rooms in various locations, one way merchants are exploiting the burgeoning popularity of craft beers. The trend caters to millennial-generation drinkers, who prefer unusual, independent-sounding brands even when they're from large brewers -- such as Anheuser-Busch InBev's Shock Top and Goose Island. But the big brewers walk a fine line between being transparent about the brews' origins and marketing them to a generation that wants their choice to be made as part of a discovery process, writes Joan Voight.

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