I know we want to believe. We do, don't we. Don't we? But how can you believe that craft beer is not micro brewing minus a lot of the good stuff plus PR when you read about this?
Drinking beer and smoking cigars are without a doubt some of the more manly pastimes around, which until now have required the use of both hands. For all those in search of a more efficient manly experience, Samuel Adams and Ted’s Cigars have created a cigar that’s seasoned with beer. Named “Utopias,” after the beer, you can buy one of the cigars for $13, and a box of 25 for $275. The cigars will only be available during the months of November and December, which makes them an ideal holiday gift for beer fans, cigar lovers, and anyone in between.
It makes sense, right? In this era when a gold star for innovation in craft beer is claimed every time someone adds a new squirt of flavouring why shouldn't that same beer then be used as a flavouring or scent for anything else. Potato chips? After shave? Scratch and sniff lotto tickets? See, when you have a good brand like "craft" only a fool would leave it alone, use it only in relation to stuff that's, you know, crafted.
This ties into something Pete was exploring earlier. He was suggesting this was the year craft went mainstream. I took it more to be evidence that "craft beer" has been so dislocated from any sense of meaning that it can be used for anything. And now we know that "anything" in this sense includes overly branded cigars. Can't wait for the line of Bourbon County Stout branded leather furniture. That might come in scratch and sniff, too. This is the year that craft beer became a euphemism. And disposable. Interchangeable and all-purpose.