American whiskey is going through a growth spurt right now resulting in lawsuits, investors giving founders the boot, and debates starting over fanciful terminology. At the center of all this is the meaning of the word “craft” and who should use it.

Earlier this year, Diageo, the world’s largest spirits company, started emphasizing its so-called craft whiskey portfolio a little more than usual. This brought up the interesting debate of whether a conglomerate should use the term typically associated with small producers who use 50-pound bags of corn versus trailer truckloads of grain. Craft whiskey was a phrase typically reserved for the little guy.