

// WHAT'S OLD IS NEW AGAIN



Consolidated power

The enormous amount of control that used to lie with the brewer, who controlled all three tiers of distribution (production, wholesale, and retail), was outlawed following prohibition. While this has kept the breweries from directly controlling things, the vacuum seems to now have been filled by the huge interstate wholesalers, who exert massive amounts of control and collect huge sums of money.

Gender gaps

For much of America's history, the corner pub was seen as a place where men, and only men, could seek refuge from their personal and professional responsibilities. While this is still the case, woman are feeling more and more comfortable in bars today, with their desire to drink craft beer and other high-end beverages playing a large role in the economics and culture of craft beer.



Still a lager town?

What made the big breweries successful in the first place was their ability to perfectly replicate a light, refreshing lager - something that still proves very difficult for many of today's craft breweries.



Still low-brow?

While the highest quality beers ever brewed are currently available to people, it hasn't been able to shake the connection it has with mindless overconsumption, be it the hiccuping hobo of the 30's or the funneling frat boys of today. This needs to change, and craft culture and beer-focused restaurants are helping tremendously.



Accessibility

Where a person eager to taste a truly world class wine may have to spend well over $100 per bottle, the same can be done with beer for about $5. The all but non-existent barrier to entry that beer enjoys is a huge reason for it's ongoing popularity over other alcoholic beverages.



Fandom

Where beer may have beer seen as pizza in the past (even if it's not very good, it's still beer and that's good enough), that is far from the case now. With literally thousands of different beers being brewed each year in the U.S., a group of dedicated, at times obsessive, hobbyists have formed around the pursuit of the rarest and most highly rated beers.



Innovation as default

Where the highest pursuit a brewery could hope to achieve in the past was nailing down a recipe or two with perfect consistency, brewers today revel in experimentation and pushing the boundaries.

