Now that whoever is responsible for identifying trends at Albert Heijn and Jumbo has finally cottoned on to the fact the US makes lots of that thing called craft beer, both supermarkets are, finally, selling some US beer. And I'm grateful, I am, though this is hardly a forecast of what's to come. After all, it's taken them two years too long. More interesting maybe is the speed at which big beer companies are sucking up small breweries (Heineken has just bought a more than a 50% share in Brouwerij 't IJ), similar to the way in which Google buys anything that moves. But for how long will we see any old craft beer as the answer to bad beer?
Because let’s face it, who, when faced with hundreds of beer-runes scratched out on a blackboard, isn’t at least a little surprised that the beer they've finally chosen is actually something they feel like drinking? After all, you didn’t have much to go by when you picked The Great, Big Kentucky Sausage Fest (from Amager Bryghus and Against the rain Brewery) from a host of equally obscurely named others, did you?
But I get it. In a market of hundreds of thousands of beers in the US alone, (the American Brewers Association estimate that there were 4.000 plus craft brewers* in the US in 2015), I get why someone might have thought it necessary to call their beer Flying Dog’s Pearl Necklace Chesapeake Stout with artwork to match (of an oyster dressed up pwetty in poyils of course). They need to stand out. And anyway, I think it's fun. Plus I’ve already forgiven bands from my past life for having names ripped from freeform poetry.