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beer gimmicks, pretentious nonsense and hipster fuckery

my growler article from back in january:

BEER GIMMICKS, PRETENTIOUS NONSENSE AND OTHER HIPSTER FUCKERY REBECCA WHYMAN • JANUARY 16, 2018
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This past fall, gruits – that ancient, hopless beer style flavoured with herbs that seems to be all the rage right now – got me thinking about the elusive line that divides fads, trends, and gimmicks from creative innovations and emerging styles. How do beer geeks decide where they categorize any given beer? Are gimmicky beers harming the reputation of craft beer? I like to think of myself as a beer evangelist (also brilliant, witty, gorgeous and humble…). It is therefore my self-appointed duty to bring people into the fold. I love finding the craft beer that makes a former macro lager drinker’s eyes light up, and introducing a non-beer-drinker to a style they can’t believe is actually beer because it tastes so good. I worry, probably too much, about how people perceive craft beer. Craft beer gets kudos for qualities like authenticity, in…

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