In the other day's post , Jeff, from Beervana suggested that I should run with the idea that " much of the marketing of the macro brands has a more realistic relationship with beer culture than that of the micro brands." Since I've got nothing better to do, here's me running: Macro beer marketing has been critisised for being superficial, silly, flat, that it sells brands and not beer, etc. It is also said that it avoids speaking about beer because they sell shit and don't want people to start to think too much about it. False logic. The big brewing companies sell a mass market product and their marketing needs to speak to the widest possible range of consumers. The discourse, therefore, will not be often centered around ingredients, processes and sensory characteristics simply because it would be very much a waste of resources since most people don't give a fuck about where their beer comes from or how it is made. Should they give a fuck? Yes, they
An exploration of the most divine beverage