The Screwtape Letters of the Beer Industry

Posted by jwsadmin on February 11, 2016

There are times I see macro-breweries buying micros as a bit of Screwtape & Wormwood.

The macro buys the micro, but only keeps it around if, with the macro's support and finances (and marketing), the micro succeeds in actually consuming and killing competition. When it fails to do so, the Macro will simply consume (that is, destroy) it directly, and move on to another agency.

Nothing good comes of this living Hell.

The craft brewing industry is built upon respect and friendly competition, not cutthroat winner take all. Collaborations like Stone's recent projects with Sierra Nevada are only possible under these circumstances: the sum of the craft beer world is bigger than the individual breweries.

The attitude of the Macro consuming the Micro is the antithesis of this. We all achieve less as they decide it just isn't worth it and close it down...or we all become less because their marketing power (and their abuse of distribution laws and contracts) eliminates others.

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