Just another story on a very large retailer of beers made on a very large scale, right?
...The markups on 36-packs of Tecate cans and 24-packs of Corona Extra bottles at the Los-Angeles-area store, were 0.6 percent and 1 percent, respectively. By contrast, Wal-Mart sold Coca-Cola 20-ounce bottles for 29.9 percent above cost, according to the data. Cereals such as Quaker Quick Oats and Honey Nut Cheerios were marked up 32.5 percent and 16.6 percent, respectively... A year ago, Chief Merchandising Officer Duncan MacNaughton told 500 alcohol industry representatives attending an “adult beverage summit” at Wal-Mart’s Bentonville, Arkansas, headquarters that the company would discount alcohol as part of its strategy to gain share in the category. Wal-Mart has since discounted a range of mainstream and craft beers, doubled the number of alcohol buyers to 12 and cleared more shelf space to promote alcoholic beverages...
Discounted craft beers?!? This is great news!!! What better way for the life of the beer nerd to be enriched than for the power of the shopping world's own dark lord to take on, you know, Dark Lord Day! Why has no one mentioned this? Could it be that the knocking down of price, that a deflationary force in the market is all very anti-"community"? Could it be that hipsters, having embraced so many of the icons of cheap ass are actually reluctant to embrace the actual cheap ass?
It does sorta beg the question of what it would take for one to consider craft beer had jumped the shark. It has withstood adulteration on a scale not seen since the 1800s, horrible horrible docu-mercial TV shows and massive inflationary forces. But perhaps the loss of caché that comes with down market interest will be its undoing. Or at least until irony and nostalgia tussle as the cause behind the eventual revival.