Here's a question for you. When is craft beer so mainstream that it becomes less than cool? Let's be honest. Best movie about the internet? 1983's WarGames. Best creepy 1970s movie about surveillance? The Conversation. Best movie about baseball? OK, there are a bunch. But a romantic comedy about craft beer? Not exactly the Mad Max rock star black t-shirt extreme image that was all the rage five years ago. And not exactly the Kinfolk-reading hipster dream either.
Romcoms? I think of a range from The Wedding Singer to Bridget Jones's Diary - fluffy pleasant forgettable un-earnest disposable experiences. Even if these are exactly the labels that could apply to any glass of good beer, for the most part each is a label that good beer works desperately hard to avoid. So, is the shark now jumped or is this bringing good beer to the mainstream? Does this help the great cause? Or does the bell toll?