After releasing the world's strongest beer, punk Scottish brewer BrewDog reacted to criticism from regulators by releasing an even stronger beer, and packaging it in roadkill. This personality is exactly what keeps fans coming back for more.

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.

Brits are drinking less – a drop of 16% from 2004 to 2012 – and even 16- to 24-year-olds aren’t bingeing like they once did. Rather than boozing at the pub, they're pouring a perfect pint at home. But why have drinking habits changed? What does it mean for pubs and beer brands?

Around 90% of people worldwide consider spirits to be an affordable luxury. No longer is drinking vodka, rum and gin just a means of intoxication – it's an experience to be savoured. But with the definition of ‘craft’ unclear, is it becoming little more than a marketing tag?