The power of authenticity in a homogenised world
Graham Mercer, MD of Lerwick Brewery.
In an increasingly globalised and homogenised marketplace, the yearning for authenticity has become a powerful consumer driver. People are seeking out products and experiences that feel genuine, rooted in place, and reflective of unique heritage and craftsmanship.
This is particularly true in the food and beverage sector, where consumers are increasingly savvy and discerning, often opting for smaller, independent producers over mass-market alternatives.
This trend is not a fleeting fad; it’s a fundamental shift in how consumers value products, aligning them with personal values and a desire for something more than just the basic function a product performs. For local producers, authenticity isn’t just a nice-to-have; it’s a key differentiator, a source of competitive advantage, and a pathway to building lasting relationships with their customers.
The craft beer market exemplifies this perfectly, where the allure of unique flavour profiles, locally sourced ingredients, and a distinct sense of place reign supreme.
The craft beer paradox
The craft beer industry is a fascinating case study in the dynamics of authenticity. It emerged as a countermovement to the mass-produced, largely flavourless lagers that dominated the market. Craft breweries differentiated themselves through their commitment to traditional brewing methods, unique flavour profiles, and a sense of community.
To their drinkers, craft beers are not just drinks – they are expressions of local culture and craftsmanship and this movement has brought with it a paradox. As craft breweries grow and become more commercially viable, they risk losing the very authenticity that made them appealing in the first place.
Research has highlighted how consumers can easily defect if a product or company gets acquired by a larger, more corporate entity. Audiences perceive acts like this as “greedy and commercial” – the antithesis of authentic. This is the tightrope that craft
breweries must walk: they must grow to survive, yet they must do so in a way that preserves their authentic identity. This isn’t just about maintaining a consistent recipe; it’s about staying true to the core values that underpinned the brewery’s origin.
Lerwick Brewery and local authenticity
Lerwick Brewery’s unique position in the Shetland Islands – the UK’s most northernly brewery – appeals to craft beer consumers because we have remained authentic. We have done this in a number of ways, including:
1. Sourcing locally: The most compelling story Lerwick can tell is that it’s a product of its environment. The crisp, clear Shetland water is a fundamental component. While it isn’t always possible to source all ingredients locally, our commitment to sourcing Scottish malt is a step in the right direction. This demonstrates a genuine commitment to Scottish producers and reinforces our identity as a Scottish, not just an ‘anywhere’ brewery. Even when ingredients aren’t from Shetland specifically, the fact that they are from Scotland supports the brand’s story and commitment to local.
2. Embracing Shetland heritage and culture: Lerwick Brewery’s partnership with local businesses like Sound Butchers (who produce “reestit” mutton gift packs) and Taste of Shetland demonstrates a commitment to cultural preservation and collaboration. By showcasing local food and products alongside its beers, Lerwick is creating a rich experience for visitors and locals alike, and this helps the brewery to be seen as a place that not only creates an interesting beverage, but a hub for the promotion and preservation of the island’s rich culture.
3. The importance of sustainable practices: Our recent move from glass bottles to cans illustrates out environmental commitment. Cans are more easily recycled and require less packaging and transportation compared with bottles. A genuine commitment to sustainability resonates with consumers who value authenticity. We continue to look for ways to enhance our brewing efficiency and reduce our environmental footprint. This is not just a ‘nice to have’ it is a necessary step for any business with ambitions for growth in the 21st century.
4. Walking the walk: Our customers don’t want to see us promote authenticity; they want to see us demonstrate it. By working with local businesses and offering unique, experimental beers we are doing everything we can to do that.
5. Local food and drink events: Taste of Shetland’s food and drink tours are a brilliant example of an experiential approach to showcasing island produce. Partnering with Taste of Shetland highlights our desire to the brewery with established local institutions and gain further support in the region.
Conclusion
Authenticity is not a marketing tactic; it’s a way of doing business. It’s about operating with transparency, integrity, and a genuine connection to place and community. For Lerwick Brewery, authenticity is our greatest asset.
By continuing to prioritise local sourcing, embrace the Shetland heritage, and foster authentic experiences, we have found our niche in the competitive craft beer market and built a brand that resonates with consumers who value more than just a pint.
Our team at Lerwick Brewery recognises the strategic importance of communicating this message, and the future of the brewery looks secure as long as we maintain a steadfast commitment to our core message – authenticity.
