\n<\/p>\n
Kids these days<\/p>\n
Was there ever a time when this phrase was not uttered? Perhaps when kids were told to shut the fuck up. Or put more politely, speak only when spoken to. I find it unlikely, since back then most of the kids got tossed out at 17, or earlier, which in my experience is the height of independence, or said less politely, arrogance and defiance. I imagine those virulent 17 year olds left the house and got the age-old admonishment: kids these days.<\/p>\n
From the perspective of beer, \u201ckids these days\u201d makes a brewer nervous. That\u2019s arguable. I\u2019m not really a brewer anymore. It makes a brewery operator nervous. Ok, it makes me nervous. I said it. I\u2019m scared \u2013 and inspired.<\/p>\n
From what I\u2019m seeing, young American humans are not attaching their drink of choice to identity. It is my understanding that my generation is more likely to pick a beverage category and stick with it. What up Gen Xers! and Millenials!<\/p>\n
\u201cI\u2019m a craft beer drinker!\u201d
\u201cI\u2019m a wine drinker.\u201d
\u201cI only drink whiskey!\u201d<\/p>\n
Kids these days seem to be saying: \u201cWhat does it do for me? Do I like it?\u201d Huh, that seems sensible except for the potentially poisonous artificial flavors and sugar that are often associated with affirmative responses to the questions of liking.<\/p>\n
I see the change from category loyalty (beer\/wine\/cider\/spirit) to selection based on individual beverage compositions as indicative of growth. No longer will the youth be defined by something out there. Instead their choices are based on internal sensing not external labels. To me, this represents a growing circle of concern to the world that is wider than a narrow individual identity. I like that. And I might have my rose colored glasses on. I hope to be around to find out.<\/p>\n
I also see this as scary. Call me old fashioned but I think that what we drink is best produced from ingredients originating from plants and animals, not in a lab.<\/p>\n
And I make a living on beer. That too is scary.<\/p>\n
So, be a good influence and buy a kid-like over 21 adult a craft beer.<\/p>\n<\/div>\n