Craft

Cool article in the NYT about Brooklyn Kura, a sake brewery in Brooklyn. It's one of about 15 sake breweries in the nation, and apparently it's something special: “It was my first ‘oh, my God’ sake which was made in the U.S.A," says sake expert Chizuko Niikawa-Helton.

It seems to be an elevated place, but it's also 'craft,' a word that comes up a lot. Not just here, but with a lot of American businesses. Made in America product is oftentimes craft product. It's not 'refined' for some reason, or 'sophisticated.' America doesn't seem to typically make product that's 'elegant' or 'high-brow.' It's not necessarily a bad thing, but I think the point of Brooklyn Kura is that not only is it craft, but that the word elevated comes in to play.

Elevated doesn't just mean higher or greater but higher/greater than those around you. It's a small distinction, but it's important. It gives your company an individuality that's important in American culture.

It's not just being better, but being different: extra attention to detail, extra authentic, extra good, extra cool. Not glutenous but more. It's a way of having American businesses grow out of the box of being labeled as just craft. We can be elevated, too.

Brandon Cohn