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!
What does the future hold for Australia in the next 3 months, to 3 years? Travel, work, living… Recording to the one hour session inc a Q&A Here’s the Link: https://us02web.zoom.us/rec/share/pBJqFvN_yZVrktNsN2xWRE7heUTpr226GtyjJpiChG8yZA2D3qEHpACjm8TpMfxd.67Jj1DNSPserOvpZ Passcode: 1DPi*.$Z
Read More >Sometimes the words come to you readily and this small piece has me thinking about what I’d like to say at a time when maybe I’ve lost the cognitive ability to do so Before I was Me Before I was Me I used to be fit, and even quite smart; We’d chat about love,…
Read More >I was doing it well before then and there’s clips of me online going back as far as 2010 or so, railing against the idea of human resources as a label and the insistence by HR managers or CEOs that only people who work ‘in the office’ are going to be productive. It Is A…
Read More >Like lab grown meats, Vertical Farming is going to be part of the future of food. For now it might be best to compare them to small scale battery storage on the electrical grid that can help balance out spikes of demand in the system and provide an output directly where needed. Eventually (like…
Read More >In rental and lease markets it’s fair to say that for the best part of three decades, the landlords have been the price setters. The rules around negative gearing in domestic supply enable sizeable portfolios. Demand in office spaces in central suburbs has been consistently tight. And now, finally, CFO’s have become aware of the…
Read More >With Australia having just about wrestled Covid19 to the ground (NSW remains a bit of an issue) there’s now surging demand for PPE in the USA. The Covid19 virus is tracking toward an exponential increase and PPE Manufacturers should start looking for supply opportunities Sadly in the USA over the past week, they are adding…
Read More >The Mechanical, Psychological, and Biological Interventions of a Pandemic With Johnson and Johnson also pausing it’s #Covid19 #vaccine trial, it is becoming clearer to more of the public, that the long steady path to a vaccine is not something that can be rushed for anyone’s political agenda or preferred view of the world. We’re learning…
Read More >It seems that one way or another, Victoria is going to pop out of #Lockdown. Probably not in the way we would have hoped. And so for everyone pushing for #AfterLockdown in Victoria and for the wider society, there are two questions you must confront: One – ‘What do you feel is an acceptable level…
Read More >No, it’s not easy. Most of the challenges come down to our expectations – are they valid based on the assumptions you have made about your future? Those assumptions are based on the information you have available to you. We gather information, make an assessment of meaning, which leads us to make assumptions for an…
Read More >A thought on the ‘Why should I be in lock-down in my suburb, it’s not fair that we have to do it and no one else has to, my hair’s a mess I need to sell coffees and pizza’ crowd – an explanation you might appreciate You’ve been asked to go back into lock-down…
Read More >