Forget Craft, Let’s Try Transparency


I drink Budweiser. I drink Miller High Life. I drink Goose Island IPA and a few other flavors. I’m not a particular fan of Bud Light or Miller Lite, but in a pinch they’ll do.

I drink what I want, when I want. If the situation calls for a 3-ounce pour of something expensive or rare, fine. If it calls for a can of something fizzy and light in a patriotic koozie, all the better.

We live in a post-craft world, one where consumers are often told that the only thing that matters is flavor, not ownership. If the beer’s good, then why worry about anything else? On the surface, that’s an appealing argument. But it only takes a little tire kicking to realize it’s a pretty flimsy advance.

I don’t know whether authenticity matters or what it even is. I’m told that’s what Millennials want, but frankly I’ve yet to meet any who spend much time talking about it. They’re usually into trying everything. So am I, a lot of the time.


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