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!
Whilst the counting of votes is over the election is yet to be completed. Right now the discussions continue between the ‘three amigos’ who are clearly maximising their time in the spotlight, and the two leaders of the major parties. And whilst the media is fixated on who ought to be, deserves to be, should…
Read More >If you’ve seen any of the media campaigns for the Australian Federal Election you could have come to the following conclusions: Julia Gillard had a fixation with hand getsures; Tony Abbott had a fixation on Boats; and the Greens had the best Television Commercial not only of this campaign but of any other they’ve had…
Read More >If you’ve been following any of the mainstream media election coverage here in Australia (stuff in the usual papers, radio and TV programs) you’ve no doubt got a good understanding of what is going to happen on election day. The mainstream media synopsis thus far is that a) Julia Gillard got off to a good…
Read More >This great little cartoon/graphic says it all and although looking at the subject of Universities, there is much that we can all learn Here’s the Graphic. If your website spends all its time talking about you, and no time talking about the customer, how do you think your customers (and prospective customers) feel? I…
Read More >A series of recent activities has me writing on the idea of ‘future strategy’ and how different organisations are approaching their future development. What is interesting is the strong sense that preparing for your potential future requires multiple paths forward, not a single ‘home run’. To that end I’ve recently considered sporting bodies and local…
Read More >Stephen Downes is one the handful of bloggers I follow consistently. I do so because Downes (unlike many others unfortunately) like to write about his thinking AS WELL AS promoting the thinking of others, whether or not he agrees with them. In that way you get a solid collection of alternative views within his field…
Read More >Coming off what has been undoubtedly my busiest period (3 months) in the past decade, I’m in the throws of catching up on some light reading. I usually have at least two books on the go and my preference is for the books to be about diverse topics because it allows the mind to seek…
Read More >Every now and again you have an opportunity to listen to some rare insights to an industry sector. These opportunities are typically rare because the insights need to come from someone who not only ‘knows their stuff’, they need to be able to translate their knowledge in a way that the average person in the…
Read More >The ‘Supertax’ debate is an interesting one and as expected, both parties are heavily invested in their own outcomes. One thing the Mining Companies understand is that the tax will lower the size of their profits in boom times for the resources sector – they’ll still be raking in billions, its just that some of…
Read More >As more organisations look to gain an understanding of how to both identify and prepare for their potential and desired futures, Design Thinking is on the current radar screen as a skill set likely to provide significant value. On the 25th to 27th of may you can attend a highly interactive and practical conference on…
Read More >