Creativity and diversity of beer beyond the standard macros, inspired by the counterculture of “craft” brewing pioneered by Sierra Nevada and New Belgium, has become an essential narrative in brewing as we know it today. However, that desire to create what was artful, different, and frankly, indulgent, developed a market designed for the consumer by the consumer, shifting how we view beverage culture. Once, a hazy IPA was the avant-garde in the brewery, but now they have competition in cans and taps with a different buzz or health goal: hop waters, THC seltzers,
hard tea, etc.
