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When it comes to cocktails, is it time to kill the word craft?

“Hletko likens the trend to Monty Python’s Life of Brian. “Craft ends up being like when Pontius Pilate gives mercy to Brian and all the crucified men start shouting, ‘I’m Brian,’ ‘No, I’m Brian,’ ‘No, I’m Brian.’ No, not everybody is Brian,” says Hletko.

Instead, Hletko wants to encourage distillers and brewers to simply represent themselves honestly. “To me, craft is the intention of the producer. At the end of the day, the definition of the word depends on the eye of the consumer,” he says. “Everybody wants what they do to be craft, but the consumer is entitled to an accurate understanding of what they’re buying.””

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When it comes to cocktails, is it time to kill the word craft?