How a beer goes from brewery to store shelf is a hidden piece of close-up magic. We see a big truck with a craft beer advertisement on the side and think that the particular truck picked up beer from the brewery that morning and started delivering.
But capitalism quickly rears its ugly head and you have the situation that California is in now, which is a good segue into Dave Infante’s piece about Reyes Beverage and their stranglehold on alcohol in the state, which you can find HERE.
Now that you are back, it seems a pretty dire situation but even a dire situation can create opportunities. That would require a certain optimism though which is just not lying around in 2025 America.
Eventually though, there will be enough forgotten brands in a ever growing portfolio that will create a need for some new route to market.