Sunday, July 26, 2015

Vomitorium now in progress as AB-InBev hack dupes CNBC stenographer.

Reading this article reminds me of the time 35 years ago when I made it all the way through Mein Kampf, written (screamed?) by some fellow named Hitler.

Wait a minute -- no, it doesn't. There's a crucial difference.

Like AB-InBev's flunky Andy Goeler, Hitler was spouting pure gibberish. Unlike Goeler, Hitler believed in his own gibberish and set about to prove how catastrophic it really was.

Goeler doesn't believe his own corporate gibberish. Unfortunately, many "craft" beer aficionados will, and that's catastrophic, too, so let me remind you of something:

The very existence of AB and its engorged successor, AB-InBev, made it necessary for us to take beer back from the bean-counting Philistines by prying it from the monolith's cold, dead (but profitable) hands, by means of a revolution. There is no way, as in cannot happen, that anything AB-InBev ever does can facilitate better beer in any meaningful sense. It can only subtract from better beer. It can only bastardize. It can only destroy integrity. It cannot add it. Ever.

Death to AB-InBev -- then, now, tomorrow.

Inside Anheuser-Busch’s craft beer deals, by Tom Rotunno (CNBC)

 ... "If you look at craft right now, it's playing a very important role in the industry, and while around 80 percent of consumers still enjoy and drink domestic large lagers, the craft piece of the business is really growing," said Andy Goeler, CEO of craft for Anheuser-Busch InBev's Anheuser-Busch division. "It's adding a lot of excitement and so our strategy is really simple, it's to participate in the excitement that's going on in craft" ...

 ... To that extent the Anheuser-Busch has developed a two-pronged approach: Create its own in-house national brands like Shock Top, while at the same time expanding its portfolio by acquiring established regional craft brewers with room to grow.

"We look for owners that share a passion, have an amazing beer culture and have partners that take a long-term view and who want to keep expanding and do more things in the world of beer," he said.

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