Some believe that “organic” is a Trend or something new. But more and more food (and products) carry the Organic label. It’s the evolution consumers are driving for more better-for-you products. But what got my marketer’s senses tingling was when beer started advertising organic qualities.

A beer can be called “organic” if it meets federal guidelines or at least 95% of its ingredients are organically produced (no genetically modified ingredients, synthetic fertilizers, toxic pesticides, etc). In other words, a return to an era or pre-industrialized farming. According to the Brewers Association, organic beer is approaching $100 million. This is small, but it is growing beyond a passing trend. This trend fits the rise in marketing of “buy local,” “farm-to-table,” farmer’s markets.

Some call this a return to authenticity. Where else are you hearing authenticity bandied about? In advertising, marketing and storytelling. Maybe the rise of fake news, fake food and lying in our culture is driving us to want more authenticity in our products and information. This doesn’t seem to be a short-lived trend. Organic sales are on a steady rise throughout the US.

For Coors to be more authentic it means adopting an organic version of itself. For marketers, being more authentic means you need to be “real” in your messaging, photography and mission. And that’s the truth.