Fortunately, the brewer as "rock star" stuff appears to have passed after much well deserved pointing at laughing at those who suggest it or, worse, accept it. But apparently the beer drinker might be legitimately treated like one if KISS bassist Gene Simmons has his way:
...when the bar officially opens Friday evening, it will offer more than 50 taps dedicated to craft beer and a menu overseen by Michael Zislis of Rock'n Fish. Ultimately, Simmons has other visions. "I'm such a blessed guy, and for the rest of the people in the world, they may not actually be able to be a rock star, but we can make them feel it," Simmons said. "This is the experience of being a rock star. You will be waited on hand and foot. If we can arrange it -- and this is not a bad idea -- we'll have the most beautiful girls peeling grapes for you, your highness. It's the idea that you're special and should be treated that way." Rock & Brews, a partnership of Simmons, Zislis and former rock promoter Dave Furano, opened in 2010 but has undergone a massive overhaul. Its bar comes complete with the ability to pour beer at two different temperatures and is framed under track lighting to give it the feel of an arena stage.
While the prospect of taking advice from the man with evil boots is a bit weird, placing the customer first is something that good beer struggles with for some reason. In a market where PR is labeled evangelism and concepts as simple as "community" or even just "we" get confusing, it is nice to see the proper order of things being given a priority.
Would I go? Likely not. Not my thing, rock memorabilia palaces. But do I like being treated well in return for my money spent of the brewer's product? Who wouldn't? I expect no less at the corner store. Sort of a foundational principle, when you think of it.