Notes on a awkward interview.

Some facts from Greg Koch from Stone Brewing.

1880: 3200 breweries...
out of prohibition 750-850 breweries
1979: 42 breweries
"homogenous mediocrity" in order to make money from less effort bigger breweries brewed beer for cheap,
Craft brewers association says craft beer is this: 6 million barrells max, independent, not owned by larger brewing entity...traditional beer makers, no adjunct beers...which is rice or corn syrup fillers in the brew, so these items act fillers to beer to bulk it out and sell the the masses due to less experimental flavours.

Light beer first rejected at first...then ex sportsmen promoted the beer as less girly and more appealing. millions of dollars spent on advertising the light beers to the masses in order to create a cycle of consumerism through forced thought and feeling.

Koch says that we were told and taught to eat and drink these products so that the corporations make more money...they are inexpensive to produce and easy to market as sugary and flavourful. 

We are used to what we are told and conditioned, ..."we have a lifestyle that is a product...of mass homogenisation"

A local connection helps people see smaller artisan appeal...
 If craft beer is difficult, why continue?
 Greg hates been lied to, he says that being introduced to something that is different and has an experience is what he enjoys.
 Is honesty is much more marketable in this economic climate.
 Collaboration and sharing other breweries beers is important and key to the honesty. 

On his Gargoyle graphic.

Relates to having a strong image that displays an offering of something away from the norm

Also promotes the protection of drinkers from additives and crappy beer that is produced by the larger conglomerates.