New Castle calls BS on ‘hand-crafted’ movement

Colin Joliat Alcohol & Food Editor

New Castle’s “No Bollocks” campaign is perfect for those of you sick of the over-marketing of beer. So much of the advertising has turned into meaningless buzzwords like “hand-crafted” that it’s refreshing to see a brand mock the industry. “Hand-crafted” means as much in brewing as “all-natural” does in food labeling. Sure, at a smaller brewery things are more closely monitored and there approach is likely more hands-on, but I don’t see Johnny Brewer stirring his whirlpool these days.

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