Buying craft products is about being independent, about the search for something different, and about rebelling against the generic macro-brands.
The craft movement is a manifestation of long-term consumer trends: a search for authenticity, a celebration of localism, and a growing desire for indulgence.
It’s all about the experience. Consumers want to be able to relate to the story behind the products they consume. They want something with character, packaged in authentic-looking glass packaging which breathes heritage and tradition. More and more consumers are willing to pay a premium price for brands that emphasize their history and heritage. It gives products a cachet, an edge.