Craft Has Become A Meaningless Word

First a review:  roundhouserenderRed Ale has a long history in the artisan brewing movement. Red beer was a favorite during the last decade of the 20th century. Now days, most red ale productions involve the hoppy concerns of India Pale Ale. So it is not surprising that Bell’s Roundhouse is referred to as an India Red Ale.
Roundhouse has all the modern concerns for tropical fruit notes, in this case, enhanced by the use of honey. Luckily there are enough malts present to keep this drinkable, with a dry hop finish. But to be honest, despite the robust growth in the IPA category, I find this approach to be downright boring. I have tried so many American India Pale Ales and they range from what could be called lupulin warrior concoctions, to what the ever so ambitious folks in marketing distribution call approachable IPA.
According to the folks who keep tabs on sales, the IPA category has quadrupled in the last 4 years.This is an over $800 million concern that makes up 75 percent of the so-called craft beer segment, with fruit and citrus forward IPAs leading the charge. Personally I find this a rather dismal comment on the state of artisan brewing in the United States. None more so than this:sidecar-can-180x300Sierra Nevada’s latest attempt to catch that audience for tropical fruit beer. This time (to be released in January 2017) a pale ale brewed with oranges. This supposedly is to kick up the west coast style of pale ale a bit. There is also on their schedule tropical-torpedo-300x289 giving their famous Torpedo IPA a tropical twist.

This is all fine and dandy if you like drinking this stuff all the time, but I have become weary of spending money on this style anymore, and because of its marketing dominance, there is not much else coming out. A brewing example of Gresham’s Law, where tried and true recipes have been abandoned, in the name of more market share. Nobody seems to know when enough is enough.
How strange after all those talks about what is craft beer and what is not, it really all comes down to market share. Independent breweries do not have the economic muscle of the Mega-Macro Breweries, but their desire to increase sales remains the same. I am afraid that the humble nobility of beer has become quite lost, in all this idiotic market-driven bullshit.

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