A fake grassroots organization (one sponsored by an industry but made to look as though it was set up by regular people) is called an "astroturf" group. Is there a similar name for a "craft beer" that's actually produced by one of the big brewers (AB InBev, SABMiller, etc.)?

Said another way, what do you call a beer that is made to look as though it was brewed by a small, independent brewery but was really produced by a major brewer?

Examples might be Blue Moon (SABMiller) or ShockTop (AB InBev).

  • @MsKensington's answer is good, and the term that I've heard/used the most is "crafty."
    – Xander
    Oct 16, 2015 at 13:20
  • "Crafty" as described by the brewers association
    – Rube
    Oct 17, 2015 at 22:32
  • I got fooled by one of those the other day. I feel so dirty now...
    – wogsland
    Jan 3, 2016 at 22:13

1 Answer 1


In Wisconsin, there is not a coined term for those types of "craft brews" as produced by a global brewery. They are generally referred to simply by describing the brew as a/an fake or impostor craft, craft-style beer, or Big Beer craft. (The descriptors simply degenerate as the beer-passion elevates.)

This 2013 TIME article simply references "Faux Craft" and "Crafty" http://business.time.com/2013/08/13/that-craft-beer-youre-drinking-isnt-craft-beer-do-you-care/

If it's a matter of simply communicating effectively, I don't feel the need to use a coined term (as astroturf is to grassroots). For marketing purposes, however, it seems there is still time for a hilariously ironic name to be coined.

  • I was hoping for a hilariously ironic name :-) "Crafty" is okay but not great, "faux craft" is a bit clearer. Thanks for the answer!
    – skypanther
    Oct 18, 2015 at 12:41

Your Answer

By clicking “Post Your Answer”, you agree to our terms of service and acknowledge you have read our privacy policy.

Not the answer you're looking for? Browse other questions tagged or ask your own question.