Overall, sounds like MARKETING SPEAK to me- just not published or peddled as such. I'm very happy to be proved wrong yet again, of course. An optimist (which I'm not) may be encouraged, but me.....? I do like the way things are now, subject to some of my misgivings posted elsewhere on here, but, a little time hopefully will shake it all out.
"The container is not important"? (or whatever). Really. Then why 'waste' money on nice woody casks then? Gotcha. Incidentally, I do not consider it wasted money, no.
But as for keg and craft beers? No way matey. Fads in beer as in most things come and go- Irish beers, lagers, ice beers, ciders and fruit ciders, and now 'craft' beers. Good job they're looking long term, then, as when that bubble bursts and fades with the last pork pie hatted bearded hipster beoming un-hip, they may just have a plan B behind them.
And why the focus on 'craft' all of a sudden anyway? (or if not sudden, a bit longer according to HSjr.), so how about a few new cask beers for us loyal fans, like I keep banging on about on here? Periodically changed maybe, customers voting with their wallets which ones to made permanent? Well, come on, why not?!
I challenge thee.
And any likelihood of popping into the free trade market with cask?
Thought I'd mention it.
You never know.
You just never know.