Interesting news from down under as one of the big macro-brewers on the other side of the planet decides to take on craft brewing though returning to more disciplined brewing:
...enough is enough. The big boys are fighting back, or at least leading brewer and winemaker Lion Nathan is, with a "natural beer" promise that's backed by a dedicated website and television advertising campaign. Chief brewer Bill Taylor says the company has "seen the writing on the wall" and is responding to a consumer push towards natural products. "People are becoming more conscious about what they're putting in their bodies. There are a lot of consumers who prefer to go a slightly more natural route and we're giving people that option with some ajor brands." The brewer's pledge is that Toohey's New, Toohey's Old, XXXX Gold, XXXX Bitter, West End Draught and Swan Draught contain only five natural ingredients: water, malted grains, hops, cane sugar and yeast.
And say what you like, promising you are only using cane sugar is quite a restriction given the wide range of sugars this may actually be cutting out. I like the use of "natural" as well. Usually a poxy mealy-mouth word that is code for "what I think it should mean" in this case it can refer to the natural technique of brewing as opposed to some sort of certification as to the ingredients. Beer is naturally made from malted grain with a few other honest ingredients. Been made that way naturally for many a millennium. It is, in fact, part of human nature. That works for me.