Turns out there is a big world of other news out there. When people are complaining all over the place about their competition - even while, you know there are no competitors just allies in good beer - there are actually other tales being told. Important stories which do not actually even include the word "crafty" at all:
⇒ The national beer reserves of Norway is good for just two weeks. Never thought of the national beer reserve before but I think this is an important stat that needs tracking.
⇒ One in a while some news is actually bad news even with all that hard work from the PR consultants. Or maybe exactly because of that hard work.
⇒ It is possible for a gluten free beer to possibly be good... possibly.
⇒This is no way to sell me a new concept in beer dispense: "...by ensuring no bacteria gets in its beer in the first place, then transporting the beer directly from the brewery to the specially engineered tanks in the pub using vacuum-sealed bags kept at a constant temperature..." Yum.
⇒ What do "extreme" and "IPA" have in common: (i) adjectives capable of attractive meaninglessness and... (ii) you can put either on a label of almost anything and it'll sell for a good long while.
You know, the brains who came up with the horrible "crafty" PR turn off may be the same guys who packed that backpack. After all, it's not like they believe what in what they do. Remember the words of Seinfeld when it comes to such things: "You can be passionate about anything. Pay attention, don't let life go by you. Fall in love with the back of your cereal box." I should leave it there. I do worry about going on. Or at least I used to worry until I read this column.