Authenticity & the Craft of Brewing Beer
Every now and again you discover something well ahead of the general public that is worthy of further investigation. That is the key advantage of being a futurist – you get to spend a lot of your time just looking for signals of change. In this case it is the soon to be opened Barleycorn Brewers in Huntingdale, Victoria. A professional brewery for the public, Barleycorn Brewers provide the budding Brew-Master, home brewer and anyone else interested with the chance to create, can or bottle, and then drink their very own beer. The significance of this concept is the way it ties in with the emerging shifts in consumer sentiment that is seeing the rejection of ‘Brands’ and an increasing search for ‘authenticity’ which will require a major shift in the way products and services are pushed to the marketplace. It is something I have been suggesting to organisations for quite a while now
As a futurist I am seeing more consumers in a search for authenticity are looking for a complete understanding of the way in which a product is made, the inputs for the products, the processes used in the manufacture of those products (or delivery of services) and the values of the company providing them.
Arguably emerging from the awareness of the ‘slave labour’ and sweat shop practises of some companies in certain nations with a less established employment policies, authenticity is a move away from the mass produced one size fits all model, to one in which the ‘realness’ of a product is placed under the spotlight.
From clothing to pottery to artworks and music to food and beverages, companies that become aware of the consumer sentiment for authenticity tend to embrace accurate product labelling, policies around human rights and environmental issues and an awareness of the increasingly active involvement of consumers in terms of their product selection processes.
Barleycorn Brewers in Huntingdale is a fine example that allows the home brewer or interested person to control the entire process and it is hard to get much more authentic than allowing someone to handle the ingredients, select the recipe, brew and then drink their own beer, all with complete knowledge of the process, ingredients and taste and knowing that there are no preservatives or additives. Barleycorn are certainly not the first company to move into the space and they are unlikely to be the last. And looking at one of Australia’s fastest growing hobbies, it’s an approach likely to generate significant interest. Cheers!
Over at The Australian Strategic Planning Institute an observation has been made about the so called Top Ten Trends for 2013 and whether, with deeper consideration, the trends suggested deserve their place as new, or emerging or whether in fact, by relying upon them you might be chasing a ship that has long since sailed.…
Read More >Creative Commons is an approach that attempts to ensure that information in its various forms, can be shared by others for free. That is my take on it at least. And over time we’ve seen some major organisations shape the idea of ‘free’ to ‘free with conditions’ and ‘free for a fee’. The last one…
Read More >Some topics are too big to cover in a few minutes on radio. In this brief snapshot, the ABC Darwin’s Vicki Kerrigan and I chat about energy costs, causes and the future ahead for places like Darwin You can download the media file here: Marcus Barber Future of Energy
Read More >What does a City tell you of itself, by how it shows itself? There’s much to be learnt by noting the small yet ‘obvious’ signs of life in any city you visit, that reveal to a certain extent, it’s ‘true self’. I’ll mention a few cities here but will focus on my most recent visit…
Read More >Okay the time has come again where people ask me, as a professional futurist, for my tips for the Melbourne Cup. As always I advise them that my area of expertise does not reside with horse racing so really, I have as much chance as anyone and their own system, of selecting a winner. That…
Read More >ABC Darwin’s Vicki Kerrigan and I chat about the future of dentistry – is it possible to grow you own teeth? Are dentist visits going to become a thing of the past? And in the second of today’s updates, we also chatted about the Future of Parenting – is it time that you needed a…
Read More >Organisations like CleanUp Australia and Take3.org have (along with many others) taken a leading role at identifying and removing waste that has entered our environment. Their efforts are fantastic yet have one clear problem – they rely on volunteers to clean up the mess of others, after the fact – it’s a ‘playing catch-up’ strategy.…
Read More >The Retail sector in Australia is slowing coming to grips with the fact that for the past 50 years, they’ve had a captured market and enormous profit margins. and that now, the times have changed. Whilst many point to the internet as a cause of their woes, others are pointing out the apparent high cost…
Read More >he many people who’ve been through one of The Australian Strategic Planning Institute’s workshops over the past six years, will know how much emphasis is placed on the need to pay attention to things going on around you. In particular as part of the idea of tracking your progress toward your desired future (your Vision).…
Read More >As a Futurist I’m often asked what I think about certain social media tools (and most technology for that matter). My answer is always aligned to the thought that ‘if the technology is working for you, and not against you, it’s probably a good thing. Here then are my thoughts about building up a useful…
Read More >