Crafting A Double Standard

In a piece of news strangely reminiscent of last week’s, Green Flash Brewing have purchased a small brewery called Alpine Beer.The press release punches all the right buzz phrase necessities, respecting culture, values, integrity of the beer, blah, blah, blah.What we have here is a successful business buying another successful business because they think it will benefit their business.Thus has it ever been, thus will it ever be.The reaction though among the beer drinking and commenting masses? Crickets, other than a few comments about looking forward to being able to get Alpine Beer outside their heartland market.Now, if someone could explain to me the difference, in anything other than scale, between Green Flash’s purchase of Alpine and A-B’s buying out 10 Barrel, or even Duvel Moortgat buying Boulevard Brewing, without resorting to stock in craft trade phraseology (you know the kind of thing, they are buying it because they are passionate about beer, or some such vacuous tripe), I would be seriously impressed.What we are now seeing is the consolidation of the brewing market, as Big Craft cherry pick small breweries, and industrial scale brewers do likewise with regional brewers. As such, can we please get past the romantic notions and simply accept that the brewing business is exactly that, a business, and businesses will do what is best for them to survive and thrive.

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