The words “hype”, “fad” and “trend” were bandied about. As was my absolute favourite, “hipster fuckery”. What’s hipster fuckery, you ask? According to its utterer, it is the completely unnecessary addition of whimsical ingredients and brewing techniques, especially piled on top of each other. You’re left with a beer that is fighting itself.
Hipster fuckery is a great way to alienate potential craft beer fans.
So how about we all just agree to be innovative as hell, but stop well short of hipster fuckery? Excellent! But, umm, where is that line exactly?
Rebecca Whyman, “Beer gimmicks, pretentious nonsense and other hipster fuckery”, The Growler: Ontario Craft Beer Guide, Volume 1, Issue 3, 2018.
July 31, 2021
QotD: The dangers of “hipster fuckery” in the craft beer business
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