Beer as a part of pop culture is nothing new. It’s been deeply tied to sports culture for decades and plays a big role in poker nights and movie nights everywhere. The idea of a cold brew paired with some kind of entertainment is etched deeply into our American brains.
Frat parties and beer chugging didn’t originate with the 1978 movie Animal House, but the parody of Greek culture popularized the idea of wearing a bedsheets toga while shotgunning a beer. Cheers let us know that there’s somewhere where everybody knows your name and where you can get a cold brew. Budweiser dropped memorable commercials full of clydesdales and people shouting waaaazzzzup at one another during big events like the Super Bowl.
The thing is, most of these examples come from an era before the craft beer movement was even a twinkle in most brewers’ eyes. Generally, frat parties, Super Bowl parties, and neighborhood watering holes have featured – and continue to feature – sub-par swill from the biggest brewers and distributors in the world. These watery, additive-filled beers are best served icy cold (so you can’t taste them) and drunk quickly (so they don’t get warm, so you can’t taste them) while paying attention to something else.
But there’s been a shift in the past 20 years, and an even more rapid progression toward craft brewing and wide distribution in then past 10. It was only in 1982 that Hilton Harvest House in Boulder, Colorado, hosted a mere 20 breweries (serving only 35 beers) for the first Great American Beer Festival. Today, the annual event features more than 2,000 beers. I’d call that a turning point in the trends of what really mattered to beer drinkers.
The Boston Beer Company was founded in 1984 and, better known as Sam Adams, it revolutionized the kind and quality of beer that was being made readily available to drinkers in the U.S. While it is now debatably too big to be called a “craft brewery” any longer, it was undeniably a huge influence on the movement as we know it. Love it or hate it, the Boston Beer Company shaped the way we drink today.
The United States is now home to over 4,000 breweries and that number is growing every month. Not all will survive. Business is booming for craft beer, sure, but it’s not sure thing. Remember: closings are a sign of competition and not necessarily a problem or a brewing “bubble” that might soon pop. Competition is good. It’s healthy. It pushes those businesses that do survive to be better, smarter, and more dedicated to their craft.
Still, let us raise a glass to fallen friends (and fallen breweries) and hope that we can all be as hard-working and successful as those who continue to thrive.