"This gives craft brewers another option to selling out to Big Beer," Koch said at the annual E.G. Conference. "This gives them the financing and flexibility they need to flourish while keeping their soul and control."
The group and unknown partners are funding True Craft with $100 million to start, and there's "a lot more in discussion," Koch told the L.A. Times.
So far, though, no one knows who the partners are, where True Craft will be located, what the process is, or what breweries are eligible to participate, among myriad other questions. Tom McCormick, executive director of the California Craft Brewers Association put a fine point on it to the L.A. Times, saying, "I don't understand it."
No one on the outside of True Craft seems to, but everyone is excited about the possibilities of keeping the craft brewery boom alive and focused on quality. "At least in theory, I love it," Tom Kiely, director of sales and logistics at Thorn St. Brewery, told the L.A. Times. "I think it's a really important step to combat the new challenges facing craft beer."