At the heart of the renaissance in craft brewing is the increasing thirst for lovingly crafted beers from a new breed of drinker: the 'beer hunter'. This growing tribe is looking beyond the ordinary, and searching for something more.

Catering to the growing group of craft beer fans, the Craft Check app lets drinkers scan a barcode to find out if their beer is really from an indie brewer. If it is, the app congratulates you - but if it’s ‘crafty, not craft’, it warns you that you're drinking an imitation.

Premium bottled beers continue to see rising sales, particularly from young male drinkers. But the online market for craft beer, run by operators like Ales by Mail, is still far from maturity with only £3m in annual trade - leaving it full of opportunities for innovation.

Just like beer before it, spirits are getting the craft treatment. Tapping into the emphasis on quality over quantity, Diageo has launched an accelerator programme to raise the next generation of craft distilleries. But why isn’t Diageo just creating its own premium brand?