View Full Version : The Pub Curmudgeon - Fin de siècle

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04-03-2017, 08:51
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https://2.bp.blogspot.com/-xKHN2YGIWzY/WLpxagRazkI/AAAAAAAAFig/QpQcddRNP5QsRJc_MO_Ib8FhhMT7nu7fwCLcB/s200/charlie%2Bwells.jpg (https://2.bp.blogspot.com/-xKHN2YGIWzY/WLpxagRazkI/AAAAAAAAFig/QpQcddRNP5QsRJc_MO_Ib8FhhMT7nu7fwCLcB/s1600/charlie%2Bwells.jpg)
Jeffrey Bell wrote recently about how the brewing industry was in the grip of craft paranoia (http://www.stonch.co.uk/2017/02/craft-paranoia-rising.html):

Almost everyone's worried they're going to become irrelevant - even those breweries that are currently doing well. This leads to lots of bizarre behaviour, such as rubbish rebrands and ill-conceived new product launches.And I was struck by a number of recent news reports:
Gypsy brewery Beatnikz Republic is moving up from London to open its first permanent microbrewery and taproom in the Green Quarter (http://www.manchestereveningnews.co.uk/whats-on/food-drink-news/beatnikz-republic-brewery-bar-manchester-12662255)
The Wild Beer Co is looking to raise £1.5m via crowdfunding to develop a new brewery space (http://offlicencenews.co.uk/news/fullstory.php/aid/16403/Wild_Beer_Co_launches_crowdfunding_campaign.html)
Heineken is launching two beers under the Maltsmiths Brewing brand to tap into the growing trend for canned craft beers (http://offlicencenews.co.uk/news/fullstory.php/aid/16399/Heineken_launches_new_beer_brand_Maltsmiths.html) (in 330 ml cans, of course).
While coming up with these five principles of serving craft beer:
https://3.bp.blogspot.com/-KS1F_X_gjME/WLpxS0vsjEI/AAAAAAAAFic/n8-ha9of_rcLb2ONKnSbiRGdk6rXObELgCLcB/s320/heineken-craft.jpg (https://3.bp.blogspot.com/-KS1F_X_gjME/WLpxS0vsjEI/AAAAAAAAFic/n8-ha9of_rcLb2ONKnSbiRGdk6rXObELgCLcB/s1600/heineken-craft.jpg)
Not to mention Hydes Brewery converting a traditional local pub into a self-consciously stylised craft beer bar (http://pubcurmudgeon.blogspot.co.uk/2017/02/selling-hippy-wigs-in-woolworths.html).
And the limits of bizarre innovation seem to have finally been reached.

Its almost impossible to write beer satire when breweries are nonironically releasing kettle soured porters w vanilla peach pear and juniper pic.twitter.com/0NhoLizDaQ (https://t.co/0NhoLizDaQ)
— dontdrinkbeer (@dontdrinkbeer) 28 February 2017 (https://twitter.com/dontdrinkbeer/status/836628569266634753) I certainly get the impression that the whole craft beer phenomenon has been embraced by corporate interests desperate to climb on board the bandwagon before it leaves town, and is on the point of running out of steam. As Danny in Withnail and I says, “They're selling hippie wigs in Woolworths, man. The greatest decade in the history of mankind is over.”
The 1960s counterculture certainly left an indelible mark on society, but by the early 70s, the impetus and passion of the 1966-69 period had largely evaporated, even at the same time as the most mundane products were being labelled with psychedelic lettering. So it is likely to be with craft beer.

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