We recently had an interesting conversation with a former executive level employee of a one of the big booze companies. He likes decent beer himself and was outraged by this.
But he also said that, in his time travelling the world for IndustroBooze, he met a lot of brewers of what most of us would consider crappy beers, and found that, to a man, they loved the beer they produced.
He said that the makers of one of the big bland American lagers drank it themselves and were genuinely convinced of its quality. They couldn’t understand why it was so reviled. After all, making it taste the way it did, consistently, was hard work for them — not just a matter of pressing a button.
Perhaps most revealingly, he described the experience of working for a big international drinks company as like being “brainwashed”. The company’s own products are wheeled out at parties; dished out as Christmas bonuses; and staff are encouraged to drink them when they’re out and about and push them to friends.
Just like mothers who think their own children are the most wonderful in the world, regardless of any evidence to the contrary, the men who slave over industrial size operations to make the bland beers most beer geeks shun think their babies are beautiful too.
PS sorry about reusing this image so soon, but we gather Stella Artois are keen to increase their profile in the world of beer blogging. Anything we can do to help!