Why do people eat a hamburger rather than Spam? Why do people like a Ferrari better than a Pinto? It seems the answers to these questions is somewhat obvious (cost prohibitive aspects to the Ferrari aside). Quality, quality, quality.
It is intriguing when those who are unfamiliar with craft beer ask the question, “What’s fueling craft beer’s growth?” So, here is the two cent answer: quality. Well, variety, too.
It seems that America has been undergoing a slow revolution in its flavor matrix. With the at-handedness of food shows, internet ordering of hard-to-get ingredients, and “atypical” restaurants, we are literally being exposed to a world of foods and flavors. Hopefully, the oft quoted statistic, that Americans essentially eat the same eight to ten basic meals, is becoming a thing of the past. The average America is starting to demand better foods, more flavors, deeper variety. All for flavor.
What happens to people when they’ve decided to no longer settle for vapidity in their foods? They start exploring flavors and start seeking out new experiences. Why should beer be any different? What happens when people will no longer settle for a post-prohibition and hegemonic monopolization of their beers? Well, craft beer is born. We are awakening from our post-prohibition angst and finding that beer vs. no beer is no longer a legitimate distinction to make. We are finding, like our foods, a whole new world of possibilities. Possibilities where enjoyment, complexity, and flavor are replacing excessive imbibing as a primary pursuit.
In short, if you need to ask what is fueling craft beer’s growth, look no further than your plate. I hope it’s evolved over time.
Amen, brotha!
[Reply]
michael reinhardt Reply:
February 8th, 2011 at 8:53 am
Indeed!
[Reply]
Much the same is often said of the rising recurrance of wet shaving. The age old process of double edge blades and a badger brush whipping up lather.
I switched there, partly because I wanted a better shaving experience for what is a routine task, and to see if there was a less expensive option than cartridge and foam shaving.
I hopped onto craft brews because I didn’t like the 2 beer hangover, and wanted to enjoy the flavor.
Any other similarities people see?
[Reply]
beer_scientist Reply:
February 8th, 2011 at 11:16 am
Thanks for the comment. I think analogy after analogy works for this. It’s nice to add something artful, skillful, or interesting to formally mundane occurrences. Perhaps it’s the vibrancy of being alive that people are into.
[Reply]
Big Tex Reply:
February 8th, 2011 at 12:02 pm
Coffee. Gourmet, flavored coffee.
Exhibit A: Starbucks
Exhibit B: McDonald’s in also on board (4 bucks is dumb)
Bread. Artisan bread. Mmm… foccacia with jalepenos.
[Reply]