They chose "beer as soda pop." Craft brewers are "beer as wine.

The natural dynamic is to drink less, but drink better. There are no longer masses of workers exiting steel factories in Pennsylvania and coal mines in northern England, ready to wash away the day's work with cases of Pabst Blue Ribbon and the like. Most workers sit at computer screens. They still get thirsty, but not for Pabst Blue Ribbon. They want something better-tasting.

Beer culture is a part of the world of food and drink. It's not just a commodity in cans and bottles, but has a value as an agricultural product with good ingredients.

I still see people buying and swilling terrible beer. I sometimes think that my job is like farting against a gale, but I just keep moving forward.