New Belgium and Kirin/Lion: All Too Predictable, All Too Crass

I’m already getting a ton of emails, asking if I’m going to go ballistic – as I did with 10 Barrel and Ely**an – about New Belgium selling out to Kirin/Lion. Yeah, I do pretty splashy snark and they’re fun to read. Fun to write, too…

“…When twin brothers Chris and Jeremy Cox (10 Barrel Brewing) decided to brew their own beer, they were co-owners of a successful bar and grill in downtown Bend, Oregon. They didn’t have any direct experience brewing, but told anybody who’d listen about their deep passion for craft beers and their determination to break into the industry. That, as we see graphically now, was all bullshit. What the Brothers Cox were after was a Big Payday; a rosy dream of building a disposable enterprise that would eventually catch the eye of some huge mega-corp who would back a truck up to their loading dock and shovel dollar bills out the back until they buried Jeremy and Chris Cox in a sweet dream of Caribbean beaches and cold drinks with little umbrellas in them and hot and cold running babes.”

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