Beer writer Neil Miller agrees.
“It is a simple but very effective marketing ploy. For thousands of years, beer was pure. It’s only since the Second World War industrial brewers began using additives, preservatives and other short-cuts. My major problem with the `pure’ campaigns is the implication the beers are new, and the only pure beers on the market. That’s simply not the case.”
The smaller brewers don’t think to say they are pure or preservative-free because that is just how beer should always have been made, he says.