This paper examines the recent trends in craft brewing with particular focus on Wales. The accumulation of skills and knowledge of past methods of production have informed generations of beer producers a practice which has been used at micro scale to establish a wide range of new breweries and brewed products. Whilst the local sourcing of raw ingredients may no longer anchor the brewing only to local areas and supply chains. Questions may be asked about the provenance, ownership and sustainability of new beer heritage and craft culture which this study explores and which this paper will discuss in relation to craft brewing in Wales. This change has significance both in terms of bringing new product into the rural economy and as the source of fresh food and drink tourism experiences. It is also suggested that this growth evidences the support that traditional craft and artisan products claim and maintain within contemporary gastronomic experiences. Such opportunities have been identified as areas of opportunity within Wales F&D Strategy. Of greater academic interest is the need for a clearer definition of craft brewing and the product criteria as a baseline for both the sector and wider food and drink economy. This definition is described along with a preliminary discussion of the place embeddedness or otherwise of the craft brewing community in Wales as it currently exists.