Possibly, and that’s a problem that’s come up in the past. The Brewers Association attempted categorizing it as beer made by “small, independent, and traditional” outfits.

Not sure if I completely agree with their guidelines, but that’s one way of trying to put a definition to it.

The only problem is, how do you make that marketable? This artisanal beverage niche can be a tough nut to crack, and I think commercial brewers are using that to their advantage as far as cultivating an image for the general public (and are wise to do so for their own sake; it just gets our portion of the beer crowd a little agitated). Plus, their ad revenue dwarfs that of most other breweries in the country, so that already works against the little guy.

The “Great American Lager” mantra hearkens back to the days of the “True Pilsner”; it seems sort of cyclical actually. And right now, “craft beer” is the hot new catchphrase, if only because sales of microbrews have steadily grown in the US.

But if you look at Boston Beer Company, they’re doing the same as far as advertising with a more sophisticated approach, but with a better product, in my opinion.

I’m just waiting for the day people begin demanding their Bud Light be served in flute glassware.

It’s hard to think of Michelob as “better beer”. I tend to think of Mich Ultra. But then I guess that’s the brand they put out the Amber Bock, et. al. under… but still…Michelob? “Better”? Than what?

At the same time, I can’t fault them for using marketing to their advantage or shooting for more dollars. In the end, that’s what it’s all about. No matter how pure the concept, a business must make money to continue to be. And no matter how established the brand, a business must contine to innovate to continue to be. While I can’t say that I like them preying on the often confusing monnkier of “craft beer”, it just might be “craft beer”’s own fault for not being more clear about what “craft beer” is.

Of course, as you say, the proof is in the tasting. Show me the good goods and I’ll be swayed.