These charlatans want fans to believe AB and the High End are no threat to independent brewers, that they're basically operating the same way. The shoddy video they put together had High End brewers looking like robots reading from a hastily prepared, poorly imagined script.
The goal of that subterfuge is to confuse what craft beer is and where it came from. AB would like that history rewritten or simply forgotten. In fact, a great many modern craft beer fans have no idea how the movement came to be. Which makes Anheuser Busch's job a whole lot easier.
I was forced to consider that question when I was wrapping up Portland Beer in 2013. You're stuck making an effort to track the roots of what happened here if you're writing that history. I absorbed a lot of opinions, written and verbal, while formulating conclusions.
It's a complex story with many threads. For me, the most persuasive one is that craft beer is a descendant of a paradigm shift in tastes that emerged as part of the 1960's counterculture. A small group of Americans rejected over-commercialized, tasteless food and instead sought locally produced foods with flavor and character. The movement would eventually spread from food to wine, beer, coffee and more. And it is still evolving.
As I say in the book, a strong argument can be made that the center of that movement was the San Francisco Bay Area. Besides being a hotbed of activism during the Sixties era, the Bay Area is also geographically situated in the middle of rich agriculture. The shift in tastes and demands helped convert some of that agriculture from large commercial farms to smaller artisan producers.
One of the key visionaries in the movement was (and is) Alice Waters, founder of Chez Panisse in Berkeley in 1971. Her original idea was that the restaurant would serve as a place where she could entertain friends with similar values. The Chez Panisse mantra was to offer high quality, locally sourced ingredients on its menu. Waters and her team developed a network of local farmers and artisans from which to acquire those ingredients for the restaurant.
At the center of Waters' value set was a complete rejection of large scale, commercialized food production. She had come to realize, at least partially while studying in France, that freshly prepared local ingredients were far richer in character and flavor than most of what she had known in the United States. It was that concept she brought to Chez Panisse and her future efforts promoting organic food production.
The outlines of the movement Waters was instrumental in starting were embraced on the west coast. Seattle and Portland eventually became bastions of a culinary renaissance, which has spread widely in more recent times. As noted above, the movement includes food, wine, coffee and, yes, beer. Homebrewing, from which many early commercial craft brewers came, was an offshoot of what Waters and others started.
When you think back to the people who launched the craft beer movement, most had two guiding principles: First, they rejected the tasteless, mass produced swill that was being sloughed off on consumers by big beer; second, they intended to use quality ingredients and artisan techniques to create beers with flavor and character. Those basic values have been carried forward.
So it's amusing to hear the High End brewers yabber on about quality and how they're doing exactly the same thing independent craft brewers are doing. Not so. They're now part of an organization whose values are completely at odds with those of independent brewers. Big beer bought these breweries to leverage the brands, not because they believe in the underlying values.
Alice Waters, Chez Panisse and independent craft brewers have it right. Big beer and the High End have it oh-so wrong. Don't listen to the crybabies.
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Keep it civil, please.