There is, it seems, an unwritten rule that says breweries are not supposed to criticise each other, perhaps because they feel under attack from so many directions — the public health lobby, HM Treasury, raters/bloggers/writers — or simply because, in the loosest sense, they work together, and have to get along at festivals and industry events.
And yet the internet, and Twitter especially, is full of oblique, bitter digs at entire schools of brewing (boring ‘twiggy’ bitter or, on the other hand, ‘awesome’ craft beer’) or at specific ‘overrated’ competitors, often using extremely easy-to-decipher coded references. In person, and off the record, the criticism is often much more direct.
When Brewdog broke ranks back in January 2012, they made themselves very unpopular (and apparently fair game?), but weren’t they really just saying publicly what all brewers think privately? That their beer is best and everyone else is doing it a bit wrong?