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Isn't this nice?

My latest article for the Spanish magazine Bar&Beer is about the čtvrtá pípa phenomenon, you know, the rotating taps thing. Part of the material I used while writing it was my personal observations and what I've been told by the people of Alliance P.I.V. or the owner of Jáma and I realised something, which I used to close the article:

What this trend has achieved is what most multinationals have long feared, that more consumers are learning how to choose and compare and are also beginning to realise that there is a fantastic world beyond the expensive and hollow advertising campaigns.

And that is a great thing.

Na Zdraví!

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