Before prohibition the seaside landscape of beer was flourishing. Variety was truly the spice of life, and every locale had its own. Styles traveled from the old world, and were enjoyed in the new. Then the 21st amendment happened, and the fields were burned, and salted. A once flourishing industry was destroyed, and all that remained was a weakened few. Before the microbrew revolution, 3 players came to dominate the entire empire. The feudal consumer was left to choose between three piss colored lagers all tasting exactly the same. They obtained these thrones through a brutal war. Expensive marketing budgets boasted a generic flavor that was at best, not offensive. As large corporations tend to do, the players got big, and they earned power. They used this power to influence policy in an effort to maintain their oligopolistic positions.
It’s hard for me not to draw parallel lines between Hollywood today, and big beer. Today only 6 studios produce nearly the entirety of our big screen entertainment. Much like beer they rely on marketing to drive their product. A script can be great, but if a studio can’t find a sure way to market it, it’s dead. The result is a series of the same movies over and over again. We put up with these movies, because when we go to the theatres, much like the bars of yesterday… there just aren’t any other choices. There is something happening though. The home-brewers are starting to talk to each other!