Tuesday, March 23, 2010
I WATCHED THE “BEER WARS” MOVIE
Baron’s film’s flaw is that she tries to “Roger and Me” the CEOs of the big beermakers, but only in the name of telling a stupid-simple story of Big Beer Bad/Little Beer Good. No, “big beer” doesn’t have to be bad (nor "little beer" good), and the palate-changing revolution is being led from below, which is a story she only partly tells while trying to bash corporations, what with their “greed and thirst for power”. No, like Google and Apple and Southwest Airlines, they’ve got a bottom line to focus on, which means giving the people what they want or think they want. To the extent that craft brewers can re-shape that perception – and they obviously are – it’s a wonderful thing for us lovers of quality. Salvation in the form of a completely disrupted business model is coming at the big brewers directly from the people like a slow-moving sledgehammer, just as it came at the music industry, the travel industry and the newspaper industry. That’s the David vs. Goliath story that I think “BEER WARS” initially wanted to tell, but it got derailed enough on cheap sentimentality and ham-handed populism to end up being something I’d not recommend you spend the 90 required minutes watching.
Posted by Jay H. at 2:53 PM