Use the CRAFT DEFINITION parameter control on the CMA's Welcome page to segment different types of "Craft" brands into separate buckets by their level of independence. Or, keep them all rolled up into a single beer category segment.
The CRAFT DEFINITION parameter can be found on the Welcome Page of the CMA and on some of the dashboards as well. It can be used to reconfigure the breakout of the various "Beer Category" segments in the workbook’s SEGMENT filter, by choosing either the “Circana” definition or the “Armadillo” definition of Craft.
When the CRAFT DEFINITION parameter is set to the “Circana” definition of Craft, all brands which look like they might be Craft (including brands which were created or purchased by AB InBev or Molson Coors) are rolled up into a single “Craft” Segment in your SEGMENT filter.
When the CRAFT DEFINITION parameter is set to the “Armadillo” definition of Craft, the SEGMENT filter will show three separate Craft-oriented segments, as follows:
- True independent Craft brands are still identified as “Craft”.
- Brands which started out independent but have since been purchased by AB InBev or Molson Coors are identified as “Craftesque”.
- Brands which were originally created by AB InBev or Molson Coors, but designed to look like Craft brands, are defined as “Faux Craft” (Blue Moon, Shocktop, Leinenkugel).
In essence, the “Armadillo” definition of Craft is a more granular way of looking at the Craft Segment. So, the CRAFT DEFINITION parameter can be used to combine these various degrees of Craft into a single “Craft” segment (the “Circana” definition) or to view “Craft”, “Craftesque”, and “Faux Craft” as three separate segments, by selecting the “Armadillo” definition of Craft.
With the “Armadillo” definition of Craft selected, you’ll have the option to uncheck the boxes for “Faux Craft” and “Craftesque” in your SEGMENT filter and leave only “Craft” selected. This can be helpful if you want to include only independent Craft brands in your query. Or, you may wish to exclude only “Faux Craft” brands and leave “Craftesque” and “Craft” selected, to exclude data for mass-produced brands like Shocktop, while still including brands like Terrapin and Golden Road, which started off as independent but were acquired by AB InBev or Molson Coors.