I was reading this review of an Ontario-made brew by Josh Rubin in the Star the other day and it got me thinking. Most of the write up is about the brewery's plans to brew more and more all-Ontario beer but it's interesting to note that actual beer review consists of a 2.5/4 rating and confirmation that the beer tastes "pretty good." What that got me thinking about was the math behind the review.
Math? Yes, math. Think about it. The older we get and the less time we have for each and every beer in a over-branded marketplace, one needs to think of the value proposition each of us make when purchasing if we are not going to get lost in the supermarket. Do I have time left in my life for a 2.5 star beer? Not sure. But do I have more time for a local 2.5 star beer? In fact, does a 2 star beer become a 2.5 one if it is local? Maybe it does if it is from where I am from. But where am I if I am in Ontario? The main east west highway is 830 km long. Is that one local or, say, six? If one aspires to the hundred mile diet but fails does one give half a bonus star for the source that squeaks in at a reasonable 248 miles away? Is that pretty good math?
What is local worth when you are factoring in stars, miles and dollars all into one formula mulled in the back of the mind as you slow down and scan the shelf, shopping basket in hand?