Will Cleveland

@WillCleveland13

Word spread rapidly across my social media channels Wednesday that someone in Ohio was filing a lawsuit against Wal-Mart Stores, saying that the retail giant is selling fake craft beer and misleading the beer-drinking public.

The lawsuit claims Wal-Mart's craft beers are a "wholesale fiction." As the Washington Post points out, "Wal-Mart began producing beer in 'collaboration' with a company called Trouble Brewing" in early 2016.

The beer is available in more than 3,000 stores across 45 states. The packaging states that Trouble Brewing is based in Rochester and lists its business address as 445 St. Paul St. Unsurprisingly, that's also the address for the venerable Genesee Brewery.

Trouble Brewing is owned by WX Brands, which owns brands such as Dieselpunk, Goldmine and Folded Mountains (which proudly proclaims its upstate New York roots). WX Brands, more or less, works as the distributor in the three-tiered system of beer we have in this country.

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(I reached out to Genesee. Genesee declined comment. Genesee doesn't comment on its contract brewing partnerships. The brewery told me to contact someone from WX Brands. They got back to me Thursday. WX's response is embedded in the tweet below.)

I wanted to offer my take on this lawsuit, where the plaintiff asserts the class-action case is being brought on "behalf of all purchases of 'craft beer."

Court documents state, "Through a fraudulent, unlawful, deceptive and unfair course of action, the Defendant (Wal-Mart), manufactured, marketed, and/or sold its 'Cat's Away IPA,' 'After Party Pale Ale,' 'Round Midnight Belgian White,' and 'Red Flag Amber' craft beers to residents of Ohio and 44 other states with false representation..." The lawsuit asserts there is nothing "craft" about the beer being sold at Walmart. It states that Walmart's beers don't meet the guidelines of craft beer defined by the Colorado-based Brewers Association.

Wal-Mart is being sued for recognizing that people will spend more money on craft beer and then trying to capitalize on that. According to the Washington Post, Trouble Brewing's beers run "$7.96 for a six-pack and $13.86 for the variety pack. That’s $3 to $5 cheaper than other craft beers on the same shelf."

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My response to this whole situation is that it's pretty childish. My initial reaction was, "Duh." I generally consider the craft-drinking public to be discerning and smart. We know where our money is going.

The plaintiff is claiming he "suffered an 'injury in fact'" because his money was taken as a result of a false claim of 'craft beer'" by Walmart. He said the beer "is not worth purchase price paid." And I would argue, don't buy it. Smarten up and spend your money elsewhere.

Chicago's Goose Island was bought out by Anheuser-Busch (now known as AB-InBev) in 2011. People continue to buy Goose Island beers, especially its lauded line of Bourbon County Brand Stouts. I choose not to.

It marked the first craft domino to fall. It's even happened locally, as Victor-based Constellation Brands paid $1 billion for San Diego craft beer pioneer Ballast Point. It's going to happen again. Craft (as defined by the Brewers Association) remains the only segment of beer that continues to grow. In New York alone, we are up to 326 breweries, which nearly surpasses where we stood before Prohibition.

It would be foolish to think Genesee isn't contract brewing. It's a huge piece of its business. But again, I like how Genesee has supported and cultivated local craft beer. Genny believes in the strength of local craft beer as a way to grow its brand. I don't believe it's responsible to demonize Genesee for contract brewing.

People will continue to buy Trouble Brewing variety packs. I won't, simply because I don't buy beer at Walmart. I prefer authenticity. I like to know where my money is going. I could be a bit naive here, but I like to be able to form a personal relationship with the people who produced the beer I'm enjoying.

WCLEVELAND@Gannett.com