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!
Every where we look we are being given clear signs of the blatant stupidity and arguably outright criminality of a toxic system of decision making. The Menindee Lakes and Darling River disaster is one example A couple of years ago I was invited to speak at a Private Equity conference at a lovely resort…
Read More >Every year I aim to identify what I think a major focus of the upcoming year will be and in that light I’m declaring 2019 the International Year of the Cooperative. I’m prompted by a multitude of signals that my daily research has uncovered, many of which will be familiar to you – Cost of…
Read More >Here we are with the last posting of the year looking at the potential for wide ranging strategy for a country like the United States. Arguably the United States is undergoing its own version of #Brexit though without the vote of the people. Instead the dictatorial nature of what I see as an incompetent strategic…
Read More >I’m reluctant to make predictions but am getting a few calls so: My tip is on a March 2019 election – the 9th or 16th But that will be an attempt to protect the existing NSW Government hoping that voters will have sufficiently vented. That said though, it also required a Federal Minoroty Government to…
Read More >The Asian Productivity Organisation has shifted gears from being a centre for member countries to talk about productivity, to one that now wants to upskills its member countries. We’ve just completed the first chunk of helping National Productivity secretariats to ready their staff for a more proactive, future facing approach to their Country’s development …
Read More >The question is, ‘how does the thinking inside this document stack up?’ Turns out, pretty good. What we spotted and what problems we said we’d have to watch out for, are just about spot on When it was discovered that the then Prime Minister Kevin Rudd was going to hold the Australia 2020 Summit,…
Read More >it’s OK not to know your career path when you leave university – sometimes that won’t emerge until much later down the track,” Barber says. “We should remind kids that the pathway they select to start off with is unlikely to be their final pathway, Was interviewed by #TheodoraSutcliffe who wrote this article for…
Read More >At a recent session with the Gen Y group working on the ‘Future Melbourne’ project for the City of Melbourne I suggested that the group consider what the result might be if they could ‘invert’ the way the State of Victoria operates. What would you be likely to see if more of the functions of…
Read More >McKinsey’s interview with Richard Thaler on ‘debiasing the corporation’ is a really good one. I’ve spent the best part of two decades trying to help organisations unpack their biases through the use of foresight. I recommend this article to you Nobel Laureate Richard Thaler offers some great insights as to how to make more…
Read More >As the Ipswich Council has determined that recycling schemes are too expensive and indicates it will end collections, the question is ‘what happens next’? If result of the explosion in Tip fees by Councils around Australia is anything to go by, what happens next will not be good China recently decided to end acting…
Read More >