Issue link: http://digital.copcomm.com/i/343292
4 • SPRING/SUMMER 2014 hello friends, "Farm-to-table," "farm-to-glass," "grain-to-glass" these are all key phrases in the craft spirits world. With the tremendous growth of microdistilleries in the past decade (from 24 in 2000 to well over 800 today, and growing!), coupled with unprecedented levels of interest on the consumer side, it is clear that the craft spirits world is here to stay! However, with such explosive, positive growth, comes many Johnny-come-lately and wannabe brands, which primar- ily consist of open-market-purchased (and sometimes- somewhat-doctored) repackaged goods that are labelled as "craft." (It is important to note that "craft" carries the same legal standard in California as "reserve" in the wine world, which is to say, no legal standard whatsoever. And, although steps are being taken to address this issue, the field is currently wide open). So, when you are listening to the pitch and considering the purchase of a brand, listen carefully! Did you hear "farm-to-glass" or "grain-to-glass"? This means that the distiller built his or her brand all the way from raw material to finished product. The only way to gain more pedigree would be if the distiller also grew the raw materials. These are the platinum standards of craft. Does that mean that brands, which don't qualify for "farm-to-glass" or "grain-to-glass" should be discounted out-of-hand? Absolutely not. There are very legitimate and outstanding brands out there that don't carry the "craft" pedigree. For these, I encourage you to taste them, because let's face it: Great juice is great juice, irrespective of pedigree. I also encourage you to wonder if the presenter might be hiding something? This is the biggest red flag in the craft world. Producers should be confident in their own products, right? If so, what is there to hide? Yet, a few do. And, likely, it's because they are one of those wannabes. Avoid these like the plague, if you can, as none of these brands will move the craft world forward. Our business is one of service, relationships and partnerships at all levels. With regard to consumers, what will sustain and grow our craft culture, ultimately, will be our willingness to pass on our knowledge and passion to them—embracing them as carriers of the message. To our valued customers: You are the champions of that message! As we celebrate the first anniversary of The Artisanal Group, I express my deepest appreciation for your partnership, guidance, advice and of course, your support of our efforts. I look with enthusi- asm to our second year! Director, The Artisanal Group, Southern California All the Best, timothy j. hirota