How do you treat Beer?

Michael Jackson - (1942-2007) Beer and whiskey writer.

"Beer deserves to be treated as a civilized drink; it may even have been the cause of civilization." 

-Michael Jackson (1942-2007)

 Beer in many ways still has an image of a lower class of alcoholic beverage in the mainstream of things. Much of that had to do with the image for many years a cheap bland drink for college students and rednecks to chug.

 

It had become devoid of flavor and distinctness in favor of selling it in mass quantities. It just became"beer".  Many probably didn't even know it came in different colors than pale straw yellow(and taste like that too). As the old joke goes: Why is American beer like making love in a canoe? Answer: It's fucking close to water.  

A recent cover of "The New Yorker" magazine may suggest that craft beer has made in roads to mainstream recognition. Reaction has been mixed by the cover's image of the bearded plaid shirt server presenting his selection much like one would a wine bottle at a swanky restaurant, towel on arm to add ambiance. 

  

The patron is appears to be gazing upward who is either swishing beer in his mouth or turning his nose at the selection. It's debatable if this is mocking beer snobs or just a light satire-like recognition of the craft beer crowd. A little self depreciating humor is fine among the beer crowd as not to become too snobbish about beer.

I do think it's important to keep an open mind about beer and culture. Not to get stuck in one type of beer or way of doing things. That's how "Big Beer" started losing it's edge to the craft beer movement years ago by brewing the same type of beer. On the other side it's not good to get hooked on 24-hour hopped Imperial IPA's brewed with coffee,blueberry, seaweed, chocolate chip cookies and oyster shells and then looking down on those that don't. Beer tastes vary as do food tastes also.

Beer is serious but keep in mind it's still beer. It's suppose to be fun to drink and is a great social lubricant. It also is a great way for people to gather and enjoy each others company. The craft beer revolution has given opportunities for creativity and entrepreneurs a great vehicle. Beer enthusiasts are the ones that benefit the fruits of their labor with the output of them both.