![]() Long gone are the days when all Budweiser had to do was roll out the Christmas Clydesdales TV ads to keep the business going. (Photo by Roberto Machado Noa/LightRocket via Getty Images) Signage of Bud light outside a bar in New York City, United States. (And yes, I have tried them, oh reader, and they are not to my liking.) (Oh yes, dear reader, I’ve seen this with my own two eyes.) Or they go off to brewpubs and quaff flights of raspberry Lambics, Flanders, Gose, and other sours. Young people today (ah, my favorite phrase) love nothing better than to grab a massive assortment of all of the above, ice ‘em down in some sort of tub and then mix, match, and drink all Saturday afternoon. (And please scream "marketing" here as loud as you can.) Bud isn't even in the top 5 anymore (How'd you like some pb&j, doughnut, waffle, or cut grass flavored vodka?) Then there’s the mixes and blends of all manner of booze, beers, wines etc, all in the funkiest, coolest, weirdest, most psychedelic cans and bottles imaginable. Along with everything else in the world of food and drink, there’s been an explosion in craft, boutique, and bespoke everything $2700 per bottles of gin, crazy beers like Rocky Mountain Oyster Stout, and the likes of chokeberry hard cider (yikes) along with endless flavors. We’re all aware of the general trends: wine up, beer down, (especially the old stalwart brands), and clear liquor up, except for the great American bourbon renaissance. (Fear not, I will spell this out.)įirst, about alcoholic beverages. 1, White Claw will no longer be considered beer, according to the Harmonized Tariff Schedule of the United States. Furthermore, delving into hard seltzer also allows us to meet a brand-new multibillionaire nick-named Tony Baloney, who’s minting money, never mind to note that effective Aug. It’s a question both small and big, because beverages, and, yes, I’m talking about those of the alcoholic variety, are a pretty major part of the economy, particularly the summer economy and more than that, to some of us, define who we are (not unlike what you drive in LA).Įven more than that, changes in what we’re drinking (beer, wine, liquor and now hard seltzer - much on the latter here), reflect the reopening of the economy (for now) and changes in our society writ large. And as we slide into the back half of summer 2021 (with COVID on the rise, half the country sweltering, the other half rain-soaked, the Olympics still grinding along, the market mostly up and the Robinhood IPO mostly down) I have a salient question: What are you drinking? (Photo by Jeff Schear/Getty Images for Smirnoff) CHICAGO, ILLINOIS - MARCH 10: Mike Johnson and Dustin Kendrick react to the season finale of The Bachelor while sippingon Smirnoff Seltzer Rosés on Main Chicago, Illinois.
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