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Shattering the Myth of Craft Beer


Beer, Cider, & Sake 309

Shattering the Myth of Craft Beer

jonkyo | May 18, 2014 10:50 PM

Revenue driven niche craft market has some great tasting items, but with all the fanfare and signage I am left feeling that it is a hyped revenue driven campaign, much like the Microbrew campaign in the 1990s. That campaigned ended with many brewpubs being bought out by lesser qualified but more monied people or groups.

Perhaps it is a distaste for promotion, for if a beer can hold its own, there would be no need for this construct that creates a subculture of consumers.

Craft beer has always been around. The hype is perhaps good, for true contenders to be considered for great products will certainly stand out, for those who get beyond the hype.

Craft Beer is to beer, what Thomas Moore’s Soul Mates and Chicken Soup for the Soul is to philosophy and metaphysics, or psychology.

Craft Beer is to beer, what regarding Guy Fieri, and Diners, Drive-Ins and Dives, is to geographical survey through culinary and culture excavation.

Fact: He is simply revenue, and repetition.

Craft beer is to the human history of beer making, as astral projection is to serious physics and psychology.

Expounding on ones understanding of a tapestry consisting of depth and variety within what has become commercially, as well as popularly known as Craft Beer, shows one to be un-analytical in ones cultivation of taste for good beer, and failing in recognition of social trends based on revenue and social structure.

In support I have come across articles by beer enthusiasts who state something to the affect of "Is craft beer becoming too faddish?"

Thus said, the real losers are those who fall for the fad, and this is just as with anything similar.

The popularity (fad) of streaming music from a phone has eliminated a sector large of the population who have not a clue of reproducing music at a great quality with sound systems. Those who recognize quality are not lost to the fad.

In the end, it is truly marketing trends, and the bar and restaurant industry's structure of business of supply.

case in point: Recently, at a Russian place in Brooklyn, the offerings were so good, mostly from Europe. On the Upper East recently, the Craft Beer Market was evidently the main focus of this one heavy volume customer venue, and it failed to offer a goodness found elsewhere, with more a balanced offering. I was surrounded by Chicken Soup for the Soul-ers, with not one adherent to serious brewers.

There are some parallel with trends that are international in scope and concern very serious market, that of hot sauce.

Sriracha sauce began to become so popular, from Europe to North America, more than 10 years ago. Non-hot spice connoisseurs began identifying with it as 'the hot sauce' to have, and it eventually gutted the market, so tables all over Chinatowns are littered with one bottle of the Sriacha, and little more, unless you are lucky.

Sriracha is loaded with sugar, for one, and fails to be nothing more than 'a would be one options out of a few' that is the practice at serious Chinese restaurants. Unfortunately the gutting affect has cut into other style-cuisine eating venues.

So, popularity over quality, and quantity over quality leaves much in its trail, such as unhappy customers. It takes a good manager who orders the beer, to take the extra time, and maintain or establish good offerings based on quality, not fads and trends.

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