|Gimmicks. They are a staple of (not only) the brewing industry, at all levels. Macro brewers have their special edition labels/cans, usually in sets, celebrating an event or tied to something they happen to be sponsoring. But it’s the smaller breweries who have elevated the gimmick to almost an art form.
They come in all shapes and sizes: there was this beer that tried to profit from an event the brewers opposed; beers that claim to be brewed according to some ancient recipe, even if said recipe isn’t much more than a list of ingredients that were probably used to make beer and lot conjecture; beers made with animal parts or with a product that’s passed through the digestive tract of an animal—excrement, by another name—and a bunch of other weird ingredients. There are also the collaborations, the manufactured scarcity, the brown paper bag events and anything that claims to be the -est, among others, too numerous to list.
We have also beers that are gimmicks to cosmic levels of stupidity …
Source: Beer Philosopher
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