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Artisanal Appeal: The Rise of Craft

10 MAY 2016

Riding many of today's consumer megatrends, craft products from soap to whiskey are rapidly gaining share across staple and discretionary categories and forcing established brands to adapt. Goldman Sachs Research’s Judy Hong, senior Beverage and Tobacco equity research analyst, explains what this craft revolution looks like in two of its biggest markets: beer and spirits.  

The rise of craft is here to stay. In some categories, we think craft will really take over the mainstream segments, and like it or not, the larger companies really have to deal with the consequences of what that means.

- Judy Hong

Judy Hong
Senior Equity Research Analyst, Beverage and Tobacco, Goldman Sachs Research