Last year, another big controversy in the fight between independent craft beer and big beer came from ZX Ventures (A market disruption arm and innovation group owned by ABI) not only investing in, but also launching a slick online beer magazine October with Condé Nast and overseen by GoodBeerHunting’s uber talented Michael Kiser. I told them I wouldn’t be drinking Golden Road beer for the San Diego episode and they were fine with that.” I told them Toronado doesn’t carry any Golden Road and they were ok with it. For me, it was like using Facebook for exposure.
I talked about San Diego history and the people who laid down the groundwork that’s led to what has made San Diego successful. I questioned Meg’s brewing and beer knowledge and the buyout.
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I had to sign a non-disclosure agreement about who won, but other than that, I was given free reign. I was paid $500.00 to do the judging, including paid hotel and travel. They paid for all beer and meals for filming in San Diego including my friends. I was emailed and told that I was referred by some writer friends like Thrillist and some other beer magazines. We reached out to Nate to see why he chose to work with this show, and he was completely upfront and honest with us. Still, having one of the faces of San Diego craft beer on a show that’s largely an advertisement for Golden Road Brewing was definitely a big win for ABI. Nate has never been a bleeding-heart craft beer liberal, as he still has respect for San Diego OG’s Ballast Point, in a city that is very bitter and envious of their 2015 sale. He has been a beertender for the better part of the last decade in San Diego, most notably for Toronado San Diego and Modern Times Beer. He’s knowledgeable, kind, generous, and there is nobody who doesn’t love him tremendously. You may not have heard of him outside of California, but Nate is one of the largest, most lovable men in the beer industry. For the second season, Beerland scored their biggest influencer, both figuratively and literally.īeerland scored Nate Soroko. That doesn’t sound too bad if you weren’t aware of all the animosity between independent beer and ABI. The email usually includes the lore of free beer, being on television and a few hundred dollars. We’ve had friends and readers send us countless emails from the show’s producers looking for young, hip, urban home brewers, influencers and beer geeks to take part in the show. Besides the show being a giant advertisement for Golden Road, Meg is infamous for her “ so homebrewers “can’t brew a bunch of sh*t in their bathtub and call it craft” quote.
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While I should watch it to be more informed about the show, it stars Golden Road Brewing’s figurehead Meg Gil in a reality TV setting in which she holds a home brew competition. One of the most cringeworthy PR attempts by ABI’s The High End Division was the creation of Beerland on Viceland. ABI has just made three pretty important plays that chip away at the armor of the independent beer movement recently, and it feels to me that they went under the radar for many. I’d also like to give credit where credit’s due. I’ve always been the first to roll my eyes at their attempt to blur the lines between real and fake craft with the goal of gaining domestic and global marketshare and subsequently limiting consumer options. While there are many people that are still fighting the good fight, I couldn’t help but notice that ABI/The High End/ ZX Ventures has picked up a few wins lately.
That situation got so hairy that ABI seemingly cooled off on their acquisitions and how they were trying to spin these transactions to the beer drinking public. Liquor stores put their beer on clearance, and many other notable rockstar breweries pulled out of their upcoming invitational beer festival as a statement of solidarity for the independent beer movement.
One of the most notable milestones happened in the spring of 2017 when beer geek darling Wicked Weed Brewing sold to ABI. While it will always be an uphill battle to fight against that much money and power, it had seemed the little guys have been gaining momentum in campaigns and protests in all corners of the country.
Along with the Independent Brewery Seal, they launched a ‘Take Craft Back’ infomercial to help educate consumers and raise awareness in the market between a real craft brewery and a mega-corporation acquired brand that blends in with independent craft beer. With a dozen or so established breweries acquired and sports stadiums decorated with fake craft brands, craft beer rallied together to launch a campaign to fight back. The past few years have been very tense between defined craft breweries and mega beer corporation, AB-InBev.
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