I would go to bet that most "hipster" brands whether it's beer, coffee, or w/e are pretty much 99% marketing this is how business works.

You can see this in wine tasting allot of the big name wines expensive wines do not score well in blind wine tastings however in non blind tastings when people are sold on the story they score remarkably well.

When you spend 200$ on a bottle of wine, 15$ on a bar of chocolate and 20$ on 8 oz. of coffee beans you'll be damn sure to like them even if they are nothing but average at best.

There is a reason why every "artisan" product comes with a nifty far fetched story tied to it as that's what you are buying at the end.