Attitude is Where it’s At - Beer!

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June 3, 7:44 AM

by Charlie Papazian, Beer Examiner

 

 

[continued from]

The same situation emerges everywhere else in the world.   The 30 year path that American beer culture has taken is an indication of the inevitable reaction which is the antithesis manifested in the individuality of consumer tastes and preferences.  On one hand you see consolidation and appeal to mass marketed taste and on the other hand the extraordinary emergence of differentiation which consumers are learning to value now more than ever. 

The masses are still content with beer that appeals to them.  But there are others who love to learn, discover and seek value – even at added cost.   Attitude is where it’s at.  (Tell me your encounter with a beer and/or brewery with attitude)

            Can the large companies imitate small breweries and their beer types?   No.  I don’t think so.   Many would argue otherwise, but the fact of the matter is that the most important matter for large companies is “shareholder” value.  It is indeed all about the money.  There’s nothing wrong with this as far as a business model.  But when you talk about the beer, there’s nothing really that relates to the kind of attitude we're talking about here.  What makes headlines with current mergers are the Billion$ of dollars, how it will effect the distribution business and how retailers will allocate shelf space for groups of beer.   Nothing. Absolutely nothing is discussed about the impact on the beer drinker.  Nothing.   This theme and what beer drinkers have to say doesn’t get play in the business of big brewery beer; except that "beer drinkers want cheap beer.    If I’m wrong, then please someone point me in the direction of business stories about impact on beer drinkers and beer quality value for consumer. 

            Where will your beer come?  If you want beer that everyone else kind-of-likes and are content with simply a “refreshing” beverage you won’t have to look far. 

If you love discovering new attitudes, new character, complex and flavorful beers worthy of discussion and calling your own, then you will seek the alternatives.  It will cost you a dollar more here and there, but that is part of what you will believe is worthy of supporting a good cause - Your Enjoyment!   Certainly your choice in beer will not be all about the money.   It isn’t just about mergers and acquisitions, distributors and retailers.   Beer drinkers matter.

Ultimately it will be the beer drinker that chooses.

Will you value your beer and who it is made by?   What will your choice be?   I believe in the beer drinker who will learn to seek value.   I’m sure my views will be  dismissed by beer business pundits.   I’m used to that now 30 years going on.  I’ve been called a “cheer leader” by some.  For decades many have not really appreciated my theory that beer drinkers matter and seek flavor, diversity and attitude – genuine attitude with individual personality.  I’ve been right.  They have been right.  But I’m more righter than they’ve been.

            Time for a beer.

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