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!
Futurists often get asked things like ‘Okay then – who’s going to win the ‘flag’ this year’. In Melbourne Cup time most of my friends ring me asking for a hot tip. Given my consistent poor form at selecting a winner, why they would ask me is anyone’s guess (unless they are working out who…
Read More >Does your organisation suffer what Futurists call ‘Operational Sleepwalking’? That most organisations (and people) willingly sleepwalk their way into their futures is not all that surprising. What is surprising about that however is that those people and those organisations are: * Surprised when something unexpected (and not to their liking) happens and, * Claim they…
Read More >Maree Conway, of ‘University Futures’ has joined the Australian Strategic Planning Institute as a lead facilitator for the Institute’s programs. Maree’s experience in policy development, planning and strategy initiatives provides additional weight to the sessions on offer. TASPI now have three key facilitators that cover critical steps in the Strategic Planning Process – Enhanced Awareness…
Read More >The latest edition of Fast Thinking has hit the streets and includes another tool for those seeking to develop innovation and strategy. Marcus Barber explains how to use, what he calls an ‘iiBubble’, a process that helps capture an idea to see if it has innovation ‘legs’. As one of the tools unique to Barber…
Read More >Looking Up Feeling Good would like to wish the very talented and focused futurist, Sophie Barber a happy birthday today. Sophie’s amazing talent at suggesting the possible future for a positive outcome is a true inspiration and we look forward to many more insights as the complexity of challenges continues to test our understanding, commitment…
Read More >The CoreNet Global Melbourne 2007 Summit incorporated a thought provoking Hypothetical panel discussion on the future of corporate real estate and the drivers for sustainability. With an economic futures framework provided by Melbourne University Professor of Economics Neville Norman who moderated the discussion, the panel included Aggie Aitken, Head of Workplace Development at ANZ; Strategic…
Read More >Among other great articles, the winter 2007 edition of Fast Thinking magazine highlights the ‘8 Factor’ model for effective employee engagement, created by strategic futurist Marcus Barber. Using the model he shows how organisations can develop greater flexibility when it comes to providing incentives as a means for improving productivity and ensuring longevity for staff.…
Read More >Last night the ABC program ‘A Difference of Opinion’ looked at the issues of the housing affordability ciris. The panel provided some quality perspectives as to what was causing the challenge and what kind of actions might need to occur in order to address the issue with Ross Gittins’ early observation that the debate completely…
Read More >Dan Atkins, former manager of Environmental policy at Toyota and now Director of Sustainable Business Practises and Strategic Futurist Marcus Barber will speak at the South East Networks / VicUrban Business Breakfast at the Sandown Racecourse on Wednesday the 27th of June. Both Dan (who’ll discuss how Toyota applies its Environmental Policy in order to…
Read More >Looking Up Feeling Good’s advanced signals reporting service ‘Future Alerts’ is now available as a monthly subscription offering. Designed to provide your organisation with signals indicating potential change, each report comes with analysis of the signals and how they might impact your business. Applying some advanced Environmental Scanning process, including the ‘VSTEEP’ model, you can…
Read More >