For October, I tackled a little notion that’s been sitting heavy in my grey matter these days: There’s nothing simple about today’s beer market. As breweries spread across America like peanut butter and jelly, they jammed beer aisles with beers boasting every imaginable ingredient and yeast strain, hops lavished like rose petals at a royal wedding.
When everything is outlandish, when rebellious beers become the rule and not the exception, how is it possible to stand out? The answer, increasingly, is for breweries to stop going wild and start embracing their mild side. To cut through the double dry-hopped clutter, breweries are releasing mass-appeal lagers with humdrum names and often humble branding, harking back to the simpler days when beer was just beer—a one-size-inebriates-all lager sold good and cold.
Want to hear the rest of my thoughts? You’re in luck!