Craft Project
Craft Project (Culture Craft) is a French craft beer label and distribution aggregator that certifies nearly 50 partner breweries under a five-pillar quality charter and distributes their beers through dedicated corners in major French supermarket chains (Carrefour, Intermarché, Leclerc, Système U, Auchan, Monoprix).
- Company typePrivate
- Founded-
- HeadquartersToulouse, France
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Craft Project does
Craft Project SASU, operating under the trade name Culture Craft, is a French craft beer label and distribution aggregator headquartered in Toulouse. Founded in 2017 as a unipersonnelle SASU with €12,000 of registered capital, the company provides a quality label for French artisanal breweries based on a five-pillar charter covering regionality, craftsmanship, quality, transparency, and authenticity. As of 2024 it works with nearly 50 partner breweries and over 1,000 beer references, distributing labeled products through dedicated retail corners in the six major French mass-market retailers (Carrefour, Intermarché, Leclerc, Système U, Auchan, and Monoprix), reaching hundreds of points of sale nationally. Its stated mission is to democratize French craft beer by giving artisanal breweries access to mainstream retail channels they could not reach independently.
The company's core product is the Culture Craft label itself, which functions as a quality certification and curation mechanism rather than a manufactured good. Under the label, it aggregates, brands, and distributes third-party-brewed SKUs spanning IPAs, NEIPAs, DIPAs, blonde ales, and brown ales, with a stream of new product launches visible in early 2024 (e.g., Lady Winter by Ice Breaker, Groovy Dream and Stormy Ride by Ice Breaker, NEIPA by Maison PIP). No proprietary technology, software platform, app, or API is disclosed; the business is operationally a physical-goods curator and channel partner.
The business model is B2B2C, monetized primarily through licensing/royalty economics on labeled SKUs. The go-to-market is channel-partner-led: the company negotiates shelf space and dedicated corner placements with major French GMS retailers on behalf of its brewery partners, and uses content marketing (blog), Instagram (@culturecraftfr), and downloadable brochures and catalogs to reach both retail buyers and craft beer enthusiasts. Pricing is not publicly disclosed. The company employs 15 people and is founder-owned, with no disclosed external investment, funding rounds, or institutional backers. It is GDPR-compliant under French data-protection law and operates exclusively in France.
Craft Project firmographics
Firmographics- Name
- Craft Project
- Legal name
- CRAFT PROJECT SASU
- Website
- https://craftproject.fr
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Craft Project (Culture Craft) is a French craft beer label and distribution aggregator that certifies nearly 50 partner breweries under a five-pillar quality charter and distributes their beers through dedicated corners in major French supermarket chains (Carrefour, Intermarché, Leclerc, Système U, Auchan, Monoprix).
- Ownership category
- akta.pro rank
Craft Project industry classification
Industry- Product category
- Craft Beer Distribution
- NAICS
- Beer and Ale Merchant Wholesalers (424810)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Craft & Specialty Beverage Wholesale (Local/Artisanal) (AFAIAGAH)
- akta.pro secondary industry
- Microbreweries & Craft Breweries (THAFALAC)
Keywords
Where Craft Project is headquartered
LocationHeadquarters
- HQ city
- Toulouse
- HQ country
- France
- HQ region
- Europe
Offices2 records
Markets served
Craft Project business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- Label and Certification Services: Culture Craft provides a quality label to French craft breweries, serving as the first filière (supply chain) of French craft brewers. The label serves as a quality guarantee, enabling partner breweries to access large retail distribution channels they would not otherwise reach independently.
Go-to-market motion1 record
Distribution channels6 records
Marketing channels3 records
Craft Project product offering
Product offeringCore offering
Craft Project operates a quality label and curated distribution platform for French craft beers under the Culture Craft brand. The company partners with approximately 50 breweries, curates 1,000+ beer references, and distributes them through hundreds of points of sale operated by major French retailers such as Carrefour, Intermarché, Leclerc, Système U, Auchan, and Monoprix. The core offering is the certification, branding, and retail-access service provided to partner breweries rather than beer manufacturing itself.
Product overview
Craft Project operates as a curated craft beer label and distribution platform for French artisanal breweries. The core offering is the Culture Craft Label, which serves as a quality certification based on five pillars: regionality, craftsmanship, quality, transparency, and authenticity. Through this label, Craft Project aggregates and distributes craft beers from partner breweries including Ice Breaker (Toulouse), PIP (Bordeaux), SKUMENN (Rennes), Iron Brewery (Montauban), and Piggy Brewing (Lorraine). Products include various beer styles such as IPAs, NEIPAs, DIPAs, blonde ales, and brown beers available in cans and bottles through retail distribution partnerships with major French supermarket chains.
Differentiator
Problem solved
Functional benefit
Products and services
- Culture Craft Quality Label Program
Companies that use Craft Project
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles2 records
Craft Project technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Craft Project partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core.
- ICE BREAKER (Brasserie Toulousaine)coreToulouse-based craft brewery recognized for quality, creating innovative craft beers. ICE BREAKER is a key partner producing multiple beer varieties distributed through Culture Craft including Lady Winter (6.3% brown beer with hazelnut and cocoa), Stormy Ride (DIPA), and Groovy Dream (blonde). The brewery is known for modern, creative approaches to craft brewing while maintaining quality standards.
- Maison PIP (Bordeaux)coreBordeaux-based craft brewery creating distinctive beers including the NEIPA - a blonde beer with citrus, floral, and vegetal notes. Maison PIP exemplifies the craft beer movement with meticulous brewing creating sensory experiences for connoisseurs and newcomers alike.
- Piggy Brewing (Lorraine)coreLorraine-based brewery founded by three childhood friends, distinguished by quality beverages and playful approach to beer tasting. Piggy Brewing creates audacious, exotic-flavored beers including tropical fruit-infused IPAs and spiced stouts. The brewery celebrates friendship and conviviality, offering powerful flavors designed to captivate even the most demanding palates.
- CarrefourcoreMajor French hypermarket and supermarket chain, one of the largest retailers in France. Carrefour stocks Culture Craft labeled craft beers in dedicated 'corners' in their stores, providing significant retail distribution reach for the craft beer label.
- IntermarchécoreFrench supermarket cooperative network with hundreds of stores across France. Intermarché provides retail distribution for Culture Craft labeled craft beers through dedicated in-store corners.
- LeclerccoreFrench retail chain with extensive national coverage. Leclerc distributes Culture Craft labeled craft beers through dedicated retail corners in their stores.
- Système UcoreFrench supermarket cooperative network. Système U provides retail distribution channels for Culture Craft labeled craft beers through dedicated in-store corners.
- AuchancoreFrench retail and hypermarket group with broad national presence. Auchan stocks Culture Craft labeled craft beers in dedicated store sections.
- MonoprixcoreFrench urban supermarket chain targeting city center locations. Monoprix distributes Culture Craft labeled craft beers through dedicated in-store corners in their urban retail locations.
- Iron Brewery (Montauban)coreMontauban-based brewery emerging in 2016, established as a key player in the French brewing landscape with relentless pursuit of originality and commitment to premium quality. Iron Brewery embodies innovation and excellence, creating bold experimental beers with unusual ingredients and novel brewing techniques while maintaining impeccable quality standards.
- SKUMENN (Brasserie Rennaise)coreRennes-based craft brewery founded in 2015, distinguished by commitment to craft revival and the 'craft' movement. SKUMENN creates hoppy, flavor-rich IPAs with meticulous brewing processes. The brewery features artistic can labels and has partnered with distribution networks including Culture Craft to bring craft beer to wider audiences.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Craft Project competitors and assessment
Company assessmentBroad incumbents
- BrewDog: Large multinational craft beer brand with extensive supermarket distribution across Europe, including France. Comparable as a craft beer brand reaching French GMS, but BrewDog is a single vertically integrated brewer rather than an aggregator.
- France Boissons: Major French beverage wholesaler (Coca-Cola Company affiliate) distributing beer, soft drinks, and water to on-trade and retail channels nationwide. Comparable beverage wholesale infrastructure but not craft-focused.
- Castel Group: One of France's largest beverage producers and distributors, with broad wine and beer portfolios reaching French GMS. Comparable as a French beverage distributor with mass-retail relationships, but vastly larger and not craft-focused.
Emerging players
- Gallia Brewing: French craft brewery with national GMS distribution and its own taproom. Comparable as a French craft brand with mainstream retail reach, but Gallia produces its own beer rather than aggregating.
- BAPBAP: Paris-based French craft brewery and taproom network. Comparable as an artisanal French craft beer operator with retail/on-trade presence, though operating its own production rather than a multi-brewery label.
- Brasserie de la Goutte d'Or: Independent Parisian craft brewery with retail and on-trade presence. Comparable as a small French craft beer producer, though not an aggregator/distributor model.
Direct peers
- Bieropolis: French online craft beer specialist retailer and distributor offering a wide range of artisanal French beers. Comparable aggregation and curation model focused on the French craft beer market.
- Malts & Houblons: French craft beer specialist retailer and distributor curating independent breweries for online and on-trade sale. Comparable craft beer aggregator/distributor positioning in France.
- Planète Bière: Online French craft beer retailer and wholesaler aggregating multiple craft breweries. Comparable B2B/B2C distribution of curated French craft beers.
- Saveur Bière: France's largest online craft beer retailer and distributor, aggregating hundreds of breweries and selling curated craft beer direct to consumers and B2B. Directly comparable to Culture Craft as a craft beer aggregator/distributor in the French market, though operating primarily via online channels rather than GMS corners.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights5 records
Customer concentration
Craft Project social profiles
Digital presenceCraft Project compliance and trust
Trust signalCompliance1 record
Craft Project financial estimates
Financial estimateRevenue estimate
Valuation estimate
Craft Project leadership team
Management profileNumber of profiles
Craft Project funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Craft Project M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Craft Project
What does Craft Project do?
Craft Project operates a quality label and curated distribution platform for French craft beers under the Culture Craft brand. The company partners with approximately 50 breweries, curates 1,000+ beer references, and distributes them through hundreds of points of sale operated by major French retailers such as Carrefour, Intermarché, Leclerc, Système U, Auchan, and Monoprix. The core offering is the certification, branding, and retail-access service provided to partner breweries rather than beer manufacturing itself.
Is Craft Project a public or private company?
Craft Project is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Craft Project founded?
Craft Project was founded in -1. It employs 11 to 50 people.
Where is Craft Project based?
Craft Project is headquartered in Toulouse, France, in the Europe region.
How does Craft Project make money?
One revenue line is on record: label and Certification Services.
Who are Craft Project's main competitors?
Broad incumbents on record are BrewDog, France Boissons and Castel Group. Emerging players are Gallia Brewing, BAPBAP and Brasserie de la Goutte d'Or. Direct peers are Bieropolis, Malts & Houblons, Planète Bière and Saveur Bière.
Does Craft Project have an API?
No public API is recorded for Craft Project.
What industry is Craft Project in?
Craft Project's product category is Craft Beer Distribution. Its primary akta.pro industry code is AFAIAGAH, Craft & Specialty Beverage Wholesale (Local/Artisanal), with a secondary code of THAFALAC, Microbreweries & Craft Breweries. Its NAICS code is 424810 and its SIC code is 5180.