"It's fairly easy to see why 'rare' would work as a marketing tool for a beer brewed at the volumes of BCS Rare," Jason Notte, who writes about the beer industry for MarketWatch, said via a private Twitter message. "After all, we've seen breweries bought up by Heineken, Constellation Brands, Duvel, MillerCoors and, yes, Anheuser-Busch InBev (now owner of Goose Island) within the last five years, and there's still some debate about whether or not we should call them 'craft.' If a beer brewed by automated machinery in a brewery roughly the size of a city block can be craft, that BCS varietal can definitely be 'rare.'"