|Tito Cordero and Single Vintage 1997|
|Foursquare Vintage 1998|
Alexandre Ricard, CEO of Pernod Ricard has made some interesting statements for the use of the the word craft in the industry. He said he was “struggling with the definition” of craft spirits, and argued that some of his company’s brands have more of a right to describe themselves as “craft” than other smaller producers. “We need to communicate to consumers what ‘real’ craft is”, he said, continuing that it is less about the size of production than the “story” behind a brand and its people when it comes to the “craft” label.
Until there is a real meaning for these terms as to what they really mean and how they are to be used on the label of your spirits, they are becoming a "marketing ply" in the minds of many consumers. Lets really put the quality in the bottle that these terms are indicating is there and the problem will truly cease to exist.