In less than the span of a week, two beers emerged from some horrible dark place, the Mordor of Beer…
First up is a beer from a non-brewery. A music-focused production has launched 24 Hour Beer. Tabbed as a session ale and sporting the tagline, “the anti-craft, craft beer.”
The horrible word “crushable” is being tossed about as well as “approachable”. Enough to grit my teeth at the jargon used to basically say that the consumer can’t handle much but we can’t tell them that straight out.
Will Shelton and his Concrete Jungle Brewing Project seems to be making the actual beer or at least complicit by hosting a Los Angeles launch.
Then there is….
…I cannot wait for the inevitable Shock Top and High End variants that are probably already on the drawing board.