Big Beer Brands Are Fooling Us With Their Crafty Looks

Indie brewers want transparency

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It’s a lazy Saturday afternoon, and here we sit in a Whole Foods quaffing pints of creamy craft beer—Old No. 38 Stout from North Coast Brewing in Fort Bragg, Calif., to be exact. About two dozen of us beverage aficionados crowd into a room constructed of locally salvaged wood that’s designed to feel like a rustic saloon from the Gold Rush era. The focus is on 16 taps, many for brews most of us have never heard of before.

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