YAWN! Who needs boring resolutions this year? Instead of resolving to do something you will stop doing next week,  make a beer resolution! I’ve recruited the help of some of my favorite professionals in the beer industry to help inspire my craft beer loving friends and readers to create their own beer resolutions.

Have a beer resolution? Add it in the comment section below! Cheers!!!

2013 New Year’s Beer Resolutions of the Craft Beer Industry

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Julia Herz

Brewers Association Craft Beer Program Director | Publisher, CraftBeer.com

Twitter: @herzmuses

New Years Resolution(s): In 2013 I plan to continue deeper into my beer studies which will even further expand my craft beer appreciation. 2 big goals:

1) Get better at describing what I taste. I want to share all the juicy details just like a gossip girl wants names and a blow by blow of the entire story! Describing should be less big picture and more specifics. Instead of saying, “This craft beer has lots of caramel, nutty notes and chocolate.” How about, “It busts with butter cream, almonds show through in mid-taste and bitter dark chocolate lingers in the background throughout.” Now that is more specific AND enticing AND what I continue to strive for.

2) Further my ability to describe what is happening during pairing. As a result of my job in preaching pairing via CraftBeer.com and tastings I’ve had to find tools and understandable basics that work for me. If I can identify elements (like the primary colors or sweet/salt/sour/bitter/roast/fruit/etc.) in craft beer and food then I have reference to identify/describe what interactions (sweet calms sweet/acidic calms acidic/ bitter calms sweet) occurred to create new ‘elevated’ elements (like the secondary colors or for example the sugar sweet in that cheese cake was calmed down and lessened by the bold hop bitterness of the IPA so I could then better taste the cream cheese tart of the cake). It’s a lot to digest I know.

For anyone trying to describe pairings, if you’ve never done it before, it’s as hard as trying to describe the primary colors, but being visually impaired or blind. I am fully on this journey. By the way another way to think of food elements or primary colors is like prime numbers in math. They are the most basic and cannot be broken down further. Sweet is a pure element like a prime number. So is salty, sour, bitter, etc.

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Anat Baron

Entreprenuer | Director/Writer/Producer, Beer Wars

Twitter: @beerwars

New Years Resolution: To get over my allergy to alcohol… so I can FINALLY drink craft beer.

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Kirk Coco

President, NOLA Brewing Company

Twitter: @NOLABrewing

New Years Resolution: I resolve to push the envelope and get beyond the basics with our beers, starting a sour beer program and brewing more imperials, doubles and getting lagers onto the market.  Personally, I resolve to vary my drinking to enjoy wine and cocktails as well as beer, to train my palate for varied tastes and to make myself a better brewer.

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Jason Oliver

Brewmaster, Devils Backbone Brewing Company

New Years Resolution: To become a hop master and a master of using hops. To really focus on the finer points and subtleties of using hops above and beyond merely adding more to a brew and have Devils Backbone win both small brewpub & small brewing company of the year at the 2013 GABF.  That’s not too much to ask is it??

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Win Bassett

Social Media & Beer Education, All About Beer Magazine | Executive Director, North Carolina Brewers Guild | Interim Secretary, North American Guild of Beer Writers

Website: http://winbassett.com
Twitter: @winbassett @allaboutbeer

New Years Resolution: Stan Hieronymus’ recent blog post about the “two-ounce culture” (http://appellationbeer.com/heyolllllo-better-copyright-two-ounce-culture/) really resonated with me. For 2013, I plan to do less “tast[ing], rat[ing], mov[ing] on” and more enjoying beer experiences with friends. Cheers to a new year in beer!

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Lucy Saunders

Author / Founder, Great Lakes Water Conservation Conference

• The Best of American Beer and Food: Pairing & Cooking with Craft Beer
• Grilling with Beer: Bastes, BBQ Sauces, Mops, Marinades & More Made with Craft Beer
• Cooking With Beer: Taste-Tempting Recipes and Creative Ideas for Matching Beer & Food

Website: beercook.com
Twitter: @lucybeercook and @GLwater

New Years Resolution: My new year’s beer resolution is to read a new book about beer and brewing every month! Top on my list, For the Love of Hops by Stan Hieronymus. I also plan to be a tourist in my home state of Wisconsin, and take more brewery tours, even the ones I’ve already visited….if it’s been more than a year, it’s worth the repeat to see what’s changed.

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Photo: Grapes & Grains NYC

Ron Jeffries

General Mischief Maker, Jolly Pumpkin Artisinal Ales

New Years Resolution: The only thing I can think of is that, while we are almost finished installing our new 50 bbl brewhouse, what I am most happy about is getting to brew again on our old 10 bbl, slow it down to one brew a day, and come out with some super….uhhhh… “interesting” stuff.

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 Mitch Steele

Brewmaster, Stone Brewing Co. | Author

• IPA: Brewing Techniques, Recipes and the Evolution of India Pale Ale

Twitter: @MitchAtStone

New Years Resolutions: Brew several kick-ass IPAs.

Always look at my glass as half full.

Drink responsibly.

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Garrett W. Marrero

Founder, Maui Brewing Co.

Twitter: @MauiBrewingCo

New Years Resolution: I’d love to spend more time with family and friends enjoying great craft beer from around the world, that and to not lose my mind building the new brewery!

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Dan Del Grande

Chief Hoperations Officer, Bison Organic Beer

Twitter: @bisonbrew

New Years Resolution: I’m inspired (by my friend Natalie) to have a social hour every week day with a different person–a beer after work, a quick lunch or cup of joe mid day.  Too many times I say, “Let’s get together” but we never do.  I’m changing that.

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Angela Arp

Special Events & Social Media Coordinator, Nebraska Brewing Co.

Twitter: @AngelaArp | @NEBrewingCo

News Years Resolution: My 2013 resolution is to spend my energy promoting what I love rather than bashing what I hate.

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Stan Hieronymus

Author/ Journalist

• For The Love of Hops: The Practical Guide to Aroma, Bitterness and the Culture of Hops (Brewing Elements) 
• Brew Like a Monk: Trappist, Abbey, and Strong Belgian Ales and How to Brew Them
• Brewing with Wheat (Brewing Technology)
• The Beer Lover’s Guide to the USA: Brewpubs, Taverns, and Good Beer Bars

Website: www.appellationbeer.com
Twitter: @StanHieronymus

New Years Resolution: Remember the philosophy “Less is more” in all things, including writing, certainly life, and – of course – beer.

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Angelo M. De Ieso II

Founder, Brewpublic.com | Beertender at Beer Revolution

Twitter: @BREWPUBLIC

New Years Resolution: To continue to become a more accepting and well-rounded person; to grow professionally and personally. I want to continue to learn more about beer and to taste more interesting styles. I’d really love to find steady work outside of my blog doing something in the craft beer community. I’d like to embark upon more collaborative projects with my wife. I also want to travel to more breweries in Northern California while I am living here.

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William Sysak – AKA “Dr. Bill”

Craft Beer Ambassador & Certified Cicerone ® at Stone Brewing Co.

Twitter: @BistroBeer @MasterPairings @ExpertDrinking

New Year’s Resolution: To continue spread the word on Craft Beer! To inform & educate the masses about the wonders of a hoppy IPA or a tart Flemish Red. Basically to continue to do what I and many others have done for the past 35 years. You may have seen this before; http://vimeo.com/14803129

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Jared Rouben

Brewmaster of the Goose Island brewpubs

Twitter: @jbrew312

New Years Resolution: To explore more farmer’s markets for better ingredients to use in my beers. And to experience more restaurants that are  focusing on beer and food to challenge my palette.

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Randy Clemens

Freelance food & drink writer / author of The Sriracha Cookbook and co-author of The Craft of Stone Brewing Co.: Liquid Lore, Epic Recipes, and Unabashed Arrogance

Website: http://www.randyclemens.com

Twitter Handle: @RandyClemensEsq

New Years Resolution: I’ve long placed a high priority on purchasing organic food, but I need to place the same emphasis on seeking out organic beer, wine, spirits, coffee, tea… you name it. How? Well, besides buying and drinking more of it, I’ll also ask for it… EVERY time.

Even after scanning a menu and seeing no organic beers or wines, I’ll ask the bartender or server or store clerk if they carry any. Why? Because demand creates supply, and I’d love to see organic drinks available in more places.

Sure, there are a good number of reputable establishments carrying them now because they too care about the negative impacts that so-called “conventional” farming has on our health and our environment, but many places simply aren’t aware or haven’t yet been enticed enough to care or worse yet, think their customers don’t care. Well, I care, and I intend to help draw more attention to and create more demand for organic beers and wines. I’m Randy Clemens, and I approve this message.

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Andy Sparhawk

Craft Beer Program Coordinator, Brewers Association

Twitter: @AndySparhawk

New Years Resolution: I look forward to attempting to look at the beer world with a wide lens. Recognizing that there will always be something new to learn about or experience.

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New Years Resolution: Beer? What is thing you call beer? I should probably learn more about this next year!

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Don Chartier

Northern Hemispherical Vice Captain for Supply Vectored Marketing Analysis, Lagunitas Brewing Co.

New Years Resolution: Basically just spending more time with friends and family,try and be a better person to all I encounter and continue on my journey in this wonderful world of craft!

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Stephen Johnson

Co-Founder, New Brew Thursday

Twitter: @newbrewthursday | @darthweef

New Years Resolution: My new years resolution is to introduce myself to at least 50 craft breweries that I have never tried before.

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Ashley V Routson

Director of Awesomeness, Bison Organic Beer | Founder, DrinkWithTheWench.com

Twitter: @TheBeerWench

New Years Resolution: In 2013, my beer resolutions are to…

1. Taste, taste, taste. There is really no excuse for my failing the tasting portion of the Certified Cicerone Exam other than pure laziness. This year, I am determined to taste more beers in style categories that I am not particularly fond of so that I can have a more well-rounded palate. And I also vow to dedicate more time to off-flavor tasting.

2. Visit more breweries. I live so close to so many awesome breweries, yet almost never venture out to visit them, taste their beers and get to know the people that work at them. This year, I plan on visiting at least one brewery a month as well as attending more industry events. (I really need to get out of the house).

3. Read more books – beer books, that is. I have both Mitch’s IPA book and Stan’s For the Love of Hops – and I’ve barely read 20 pages of each. If I want to get smarter about beer, I really need to read those books!

4. SPEND MORE TIME IN THE NOW, and less time on social media. I used to be the girl who was so busy tweeting, facebooking and instagramming at events, bars, and parties that I would completely miss out on all human interactions. This year, I vow to be in the now when I’m out with people and save the social media posts for later.

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Happy New Year!

Note: Most of the photos above are either media photos from breweries or Facebook profile pics, unless stated otherwise. If a photo needs credit, do not hesitate to contact me! Cheers!

I hate you.

Sincerely,

The Wench

Frankly, I don’t even know where to begin.

Two weeks ago, Molson Coors announced the release of a new line of beers specifically targeted towards women — a concept that not only angers and disgusts me, but is downright offensive.

I first got wind of the rumored “clear beer” last year, and most definitely aired my grievances then (read: BEER WARS: The Female Edition). But I had not heard anything more on the subject until recently. And as if clear beer wasn’t bad enough… Molson Coors also announced the launch of both a pink and yellow hued beer enhanced with what I assume is artificial flavoring.

Thankfully, this abomination of a product is only being released in the U.K. Those poor Brits…

According to research done by the marketing lackeys of Molson Coors, only 17% of women in the UK drink beer (as compared to 25% in the U.S.). Honestly, I don’t know much about the U.K. craft beer scene, aside from what Melissa Cole and Mark Dredge have told me. But something tells me that the lack of women drinking beer is a deeper issue than Molson Coors is willing to admit.

Perhaps the reason why more women drink beer in the U.S. is because our craft beer industry is twice, maybe 3 times larger and more extensive than the U.K.’s. Per capita, the U.S. has more craft breweries. And craft breweries make up a much larger percentage (albeit an extremely small percentage) of overall market share in the U.S.

So what does this mean? It means the average U.K. citizen is not exposed or does not have access to as much delicious flavorful beer as the U.S. Don’t get me wrong, the U.K. boasts a lot of really amazing and talented craft breweries. But from what I understand, corporate beer dominates the market place. And let’s face it, if my options were limited to corporate swill, I probably wouldn’t drink beer either.

Using probability theory and sheer common sense, one might be able to logically deduce a correlation between the fact that the U.S. has a larger craft beer market and a higher percentage of women beer drinkers. My theory is that, despite what Molson Coors research has concluded, women in fact prefer more flavorful, artisan-crafted beverages. This is also because I also believe that women, on average, have better palates than men. But, don’t just take my word for it…

According to research done at Yale University in the early 90’s, women, on average, possess more tastebuds than men. Linda Bartoshuk, professor of otolaryngology and psychology at Yale, is one of the leading scientists researching genetic variation in the ability to taste. She is the very scientist that coined the term “super taster,” which refers to those born with extra taste receptors. According to her research, 25% of the population are supertasters, 25% are nontasters and 50% are tasters. For American Caucasians, about 35% of women and only 15% of men are supertasters.

And the buck doesn’t stop at tasting. Marcia Pelchat, a sensory psychologist specializing in food and beverage selections at the Monell Chemical Senses Center, has been credited with concluding that, on average, women have a better sense of smell than men. And according to Marcia, both taste and smell contribute to the perception of flavor, which gives a stronger argument in favor of women being better tasters than men.

And researchers aren’t the only people acknowledging this fact. Even the big beer guys are catching on…

Last year, SABMiller announced that 30% of its 1,000 advanced-level tasters are female — a number that has roughly quadrupled in 10 years. Interestingly enough, SABMiller says its empirical evidence shows that females are the superior sex when it comes to detecting such undesirable chemicals such as 3-methyl-2-butene-1-thiol (which is responsible for skunk flavors in beer).

So hypothetically, if women are more sensitive to smell and better tasters than men, doesn’t it seem like they would desire more aromatics and flavor in beer? And conversely, if they are, in fact, more sensitive to smell and taste, they would be more capable of detecting off-flavors and flaws in beer, which means they have a higher chance of being turned off from beers (like adjunct lagers) that are characteristically flawed. Right?

As for the new Molson Coors product, let us discuss just how asinine and horrendous it truly is…

“The 4% ABV beer is lightly sparkling and finely filtered with a delicious, fresh taste. Animée will be available in three variants: clear filtered , crisp rosé and zesty lemon.” Let us get this straight. Molson Coors is blatantly implying that women have inferior palates. Wow. What a fucking smack in the face.

Not only did Molson Coors completely remove any sort of semblance of beer from the product, they also felt the need to spike it with artificial flavors and colors. It truly makes me want to scream and cry at the same time. This must be some sick and cruel joke.

And to add insult to injury. The rose flavor is fucking pink. I fucking hate pink. And when I saw the label with the pink hops, I threw up in my mouth. Twice.

Let us review what we have learned today: Molson Coors did some research and found that only 17% of women in the U.K. drink beer. Yale research says that women are more likely to be supertasters. Research also shows that women possess a more sensitive sense of smell. SABMiller is continuing to hire more women tasters because they acknowledge the aforementioned. Yet, Molson Coors thinks that instead of creating a more flavorful and aromatic beer to attract more women, the best plan was to completely strip beer of all of its wonderful qualities and add even more adjuncts and artificiality.

As much as I would love to speak on the behalf of all women out there, I can only speak for myself. Personally, I was very much NOT a beer drinker until I discovered craft beer. When I wanted to get drunk in college, I usually opted for disgusting mixed drinks and boxed wine over yellow fizzy mass-produced beer. It wasn’t until I started to study for sommelier certification when I was 22 that I really began to respect an appreciate the complexities and nuances in alcohol. But it wasn’t until I was exposed to the amazing world of craft beer, that I became a craft beer drinker. And now look at me….

In conclusion, being both a soapbox craft beer evangelist and feminist, there is no way in hell that I will advocate or support this product. In fact, I hope that the concept fails miserably and that Molson Coors loses big money in the process. And while I watch them crash and burn, I will raise a pint of craft beer in the mist of their ashes and declare with conviction… “I AM A CRAFT BEER DRINKER”.

For more information on this subject, check out Melissa Cole’s take on Animee.

Now this post is by no means against all of you women respecting and women loving men. This is against the men that think that women and men are not, in fact, equal. That women are the weaker of the species. That our main purpose on the planet is to bear children, cook and clean.

Listen, I understand that women and men are not physically equal. We have different parts and, most of the time, men are bigger, faster and stronger. Trust me, I know this. I learn this the VERY hard way as a child. For a good part of my childhood, I was faster and stronger (but not bigger) than all the boys. Then things changed, and I was devastated.

Unfortunate for me, all of my endeavors, interests and passions happen to be “male dominated” arenas. I played sports my whole life. I studied Criminology in college. I have worked in restaurant kitchens. And now I am in the beer industry.

I love cigars. I love scotch. I love college football more than almost anything in this world.

I’ve been criticized for my “look” and for my hobbies. I have had many people tell me to “embrace my feminine side.” WTF is that supposed to mean? I don’t have a feminine side. I have ONE side, and this is it. What you see is what you get.

I consider myself to be a human rights activist. I fight for equality in all the realms — race, gender, age, sexual orientation etc…

Where is this going, you must be asking yourself?

One of my major pet peeves with the big corporate beer companies (outside of the fact that they make a horrible product from the poorest quality ingredients) is the ludicrous marketing ploys they develop. It makes me sick to see them not only objectify women in these commercials, but to learn of product gimmicks that they create specifically for women.

Marketing Magazine out of the UK recently announced that Molson-Coors is releasing a clear beer specifically designed for women.

I threw up in my mouth when I read the announcement.

Like all malt-beverages being marketed to women, the clear beer’s “shtick” is low calorie. Because supposedly women would rather sacrifice flavor and quality for lower calories. Give me a f*ck*ng break.

And to add injury to insult, they are campaigning women to name the beer for them.

Oh, I have a name for it. And trust me, its not pretty.

From what I understand, the clear beer is meant to serve as a gateway beer to get women to drink, and I quote, “REAL lagers.” It is supposed to kinda of sort of taste like beer, but not too much. WTF did they make the beer from second runnings? Gag me.

And as for it being a gateway to real lagers, I hardly consider Molson (or Coors) to be a real lager. Maybe an adjunct lager brewed with ingredients that would make the founders of the Reinheitsgebot turnover in their graves. But, real? That is not the word I would use.

If you really want a pint of adjunct lager from one of the BIG 3, I got the recipe for you:

• 20 ounces soda water
• 1 drop corn extract
• 1 drop wheat extract
• 1 drop rice extract
• 1 drop barley extract
• 1 tiny tiny drop of old stale hops

And as for the alcohol? Spike it with a bit of vodka and there ya have it. Your adjunct lager.

As a craft beer evangelist, the last thing I want to see on the market is a gateway beer into corporate beers. Leave those beers for the kids who abuse alcohol and only see it as a means to and end. Aka alcohol = drunk.

I like to think that most people actually care about what they put in their mouth. I drink beer not because I want to get drunk, but because I appreciate the craft (as I do the culinary arts) and I really, truly enjoy all the different nuances and experiences I get out of craft beer.

I have been fought on this issue over and over. “But what if you have no choice and there aren’t any other beers available?” I drink water. Simple as that. I don’t drink to get drunk. Yes, it is a very pleasant side effect. But I would not be spending the amount of money as I do on beer if I thought its only purpose was to get drunk (or laid).

Honestly, I think that all women, whether or not they drink craft beer, should take offense to this marketing ploy. Essentially, Molson-Coors is saying that, because we are women, we deserve to drink poor quality, poor tasting, bottom of the line shit?

I would rather gag down a nasty appletini than ever touch a bottle of clear beer.

And on one last note, clear beer …. clear heels … anyone see a similarity? The only place that beer belongs is in strip clubs, far from me.

So my fellow humans, women and men alike, I ask you to join with me and fight the BEER WAR against corporate America! VIVA LA BEER WARS!

Cheers!

Naturally, when it comes to the big scary world of capitalization and America’s corporation-controlled economy, one has to pick ones battles. As much as I would love to fight them all, the reality of doing so is easier said than done.

One battle in particular that I’ve personally chosen to fight is “Beer Wars” . This term was recently coined and popularized by director Anat Baron. Baron’s movie “Beer Wars” provides a no holds barred exploration of the U.S. beer industry that ultimately reveals the truth behind the “Big 3″ corporate beer companies. Told from an insider’s perspective, the film goes behind the scenes of the daily battles and all out wars that dominate one of America’s favorite industries.

As if the craft beer industry did not have enough turmoil WITHIN ITSELF, another corporate beverage tycoon has recently decided to declare war on the craft beer industry. Craft beer’s newest enemy is an energy drink. Yes, you hear that right. AN ENERGY DRINK. Why a MULTI-BILLION dollar, NASDAQ-listed company wants to pick a fight with a small, limited-distribution craft brewery is beside me. I am completely baffled. And very, very pissed off.

So here is the general jist: On September 14th 2009 — Hansen, the publicly traded parent of Monster Energy, slapped Rock Art Brewery, a small craft brewery in Vermont, with a Cease and Desist order on the name of its American Style Barleywine — VERMONSTER. In its letter to Rock Art Brewery, Hansen makes the asinine claim that “use and registration of VERMONSTER in connection with beer will undoubtably cause confusion or/or dilute the distinctive quality of Hansen’s Monster marks.”

Katie over at Gonzo Gastronomy posted a great write up on this battle: “All the dishes rattle in the cupboard when the elephants arrive…”

Think this is some sick joke? Think again.

In the video below, Matt Nadeau of Rock Art Brewery sits down with Green River Pictures to let the world know his side of the Monster Energy drink Trademark lawsuit.

“I’m a man of principles and it’s principles at stake. It’s liberty at stake. It’s justice at stake. And I’m being told that it’s for sale. I don’t buy it. Thank you for listening and jump on our website, get the links and run with it AMERICA. Let the corporations know who actually has the power in this country, where your dollars and and what your going to do.” – Matt Nadeau

I’m extremely impressed with Matt’s refusal to back down and I am in full support of Rock Art Brewery. My dollars will never EVER again support the Hansens corporation.

“The American Pledge of Allegiance does not say and justice for all who have the deepest pockets.” — Matt Nadaeu

So Monster, what poor little craft brewery are you going to attack next?

Ballast Point for its Sea Monster Imperial Stout?

Deschutes for its Green Monster?

Brooklyn Brewing for its Monster Ale?

Terrapin for its Big Hoppy Monster?

Heck, a search on RATEBEER.COM for the keyword MONSTER reveals 56 beers. How many other craft breweries are gonna get slapped with a “Cease and Desist” from Monster, I wonder.

And if there are at least 56 beers that use the name Monster in some way shape or form, why did Hansen decide to prey on a limited-distribution/low-production craft brewery from a small town in Vermont? Why not attack one of the bigger craft breweries? I would just love to know the method in the madness behind this ludacris decision…

Something needs to be done. Monster needs to be stopped. My good friend and fellow beer blogger, PJ Hoberman, put it best:

“Help Matt stand up. Support Rock Art. Boycott Monster. Spread the word. Make sure the world knows how pissed off we are. And smash cans with bigger cans.”

SHOW YOUR SUPPORT FOR ROCK ART BREWERY.

BOYCOTT MONSTER ENERGY DRINKS.

CHEERS!!!

It happens all the time. Celebrities, corporate tycoons and big brands are constantly trying to put their names on EV-ER-Y-THING. If something is hot, trendy and selling like hotcakes — then you can expect many dark horses in the shadows just waiting to take a share of the market.

It is after all, the capitalist way. Smart investors and savvy business professionals are always ahead of the curve when it comes to emerging market trends.

In my opinion, this can be both good and evil.

Good is when angel investors help to get small businesses off the ground. Good is investing in a talented and passionate craft brewer who wants to open his own brewery, but does not have the capital. Good is investing in the rapidly growing craft beer industry by supporting the development of privately owned, genuine craft breweries devoted to producing high-quality craft beers with extreme care. Good is supporting the little guy — the artist dedicated to the craft of beer.

Evil is when people take advantage of market trends and arrogantly infiltrate an industry for which they obviously have no respect or true passion. Evil is vanity. And normally, the vanity and arrogance of celebrities and big brands does not affect me. Usually, I choose to ignore it. BUT when these big brand tycoons try to infiltrate and bastardize the craft beer industry, it becomes personal.

Sure there are genuine celebrities and big business folks who are actually passionate about the beverage industry and have done great things for it (i.e.: Paul Newman wines). I understand that not everyone has evil intentions. And sometimes, the marketing can be so good that it is hard to see the truth through all the bells and whistles.

Clever marketers pull the wool over peoples eyes and make them believe what they want they want them to believe. Corporate brewing companies are constantly trying to convince people with creative marketing ploys that they actually care about the art of brewing beer — all while producing low quality beers using adjunct ingredients. (i.e.: Miller’s ridiculous “Triple Hops Brewed” campaign) Clever consumers, however, can usually see through the all the bullshit.

At least these guys TRY to put out a good front.

And then, there are the arrogant marketers. These are the people who think that their brand is immortal — that they are golden and untouchable. Arrogant marketing is self-branding anything and everything as a result of one’s own vanity. Arrogant brands think that they have the Midas touch — anything they put their name on will turn to gold.

And that makes me sick.

Arrogant is saying–>

“Once in every generation a brand comes along that simply defies convention. This generation’s brand is Ed Hardy. With a cult of customers that is the envy of any brand, a fanatical celebrity following, and a worldwide marketing machine that spans more than 40 countries.

From the golden touch of Christian Audigier and the magical brush stroke of Don Ed Hardy, the Godfather of the modern tattoo.

The time has come for Ed Hardy beer. No rules. No expectations. No limitations.”

Really? I mean REALLY? Is this some sort of sick joke?

Listen, I love beer. Beer is essentially my life (aside from Ohio State football). And I’m always excited to learn about new breweries and new beers. But this, this really irritates me.

As far as I can tell, Christian Audigier could care less about beer — and I have yet to find anything to prove otherwise. All he seems to care about is putting his label on anything and everything possible. According to the website, Ed Hardy has a “Light and a Premium” beer in its line. But there is no mention of style, brewing techniques, ingredients or the actual “brewery” which produces it.

Ed Hardy beer is NOT about the beer, its about the name and the brand. MARKETING FAIL.

In my not-so-humble opinion, the last thing the beer industry needs is another corporate tycoon producing sub-par, adjunct beers and brainwashing the mass public with ridiculous marketing campaigns.

Maybe I’m just uber sensitive. Maybe I’m too much of a purist. Maybe my passion for the craft beer industry has clouded my judgement. Maybe this is actually a good thing for the craft beer industry. Maybe celebrity interest in beer will help boost the industry as a whole.

Or maybe I’m right. Maybe this sucks.

What do YOU think?