At the end of 2015 big beer made a barrage of acquisitions in an effort to expand its portfolio of “craft” Brewers. The moves were significant, and showed that corporate beer is not planning to sit back and let its share of the market be reduced any longer.
On the local front San Diego felt the sting of losing two of its own local breweries as Saint Archer was purchased by Miller/Coors, and more devastatingly, Ballast Point selling for 1 Billion dollars to Constellation Brands i.e. Corona.
Now with the news that 10 Barrel Brewing, a property of InBev that masquerades as still being a local, independent brewery based out of Bend, Oregon, will be opening a location in downtown San Diego’s East Village neighborhood it has become clear that big beer is no longer content to simply buy the competition. They want to bury it.
10 Barrel sold to InBev in November of 2014. Since then big beer has made a concerted effort to aquire at least one indie Brewer in every major market of the western United States. They purchased Elysian in Seattle, Golden Road in Los Angeles, Saint Archer and Ballast Point here in San Diego, Four Peaks in Phoenix and Breckenridge Brewing in Colorado.
By placing a brewpub in San Diego, InBev has shown that it will continue to rely on deception and outright lies to attempt to create a ruse to confuse and trick customers. It is shameful. This is an effort to severely damage the indie beer culture of San Diego and we cannot sit back and take it.
One of the many rewarding aspects of loving the local, independent beer scene of San Diego is the knowledge that your money is staying in San Diego and supporting small business. Your money is helping your neighbors, and not lineing the pockets of rich people who do not give a damn about the community of San Diego. They see our city as dollars signs. They know their product does not stand a chance when lined up against the world class beers brewed by many of our local, indie Brewers. Deception is the new strategy.
Recently on a trip to Portland, Oregon I spent a Saturday night hopping from brewpub to brewpub in the downtown area. After a few hours I stumbled upon the 10 Barrel location; it was packed. I was shocked. Portlanders are known for their being savvy when it comes to supporting local business over corporate greed. It opened my eyes to a few truths that I still wrestle with but two of those truths are that not only are InBev’s deceptions working, they are working very well even in a indie beer town like Portland.
The most dangerous weapon we possess in the revolution against big beer is a knowledgable consumer. It is now more important than ever that we, as consumers, take the time to learn who owns who and where our hard earned money is going. Big beer is betting that we are too lazy to bother with seeking out the truth. It is time to teach how wrong they are.
One of the most interesting details of the proposed location for the corporate beer sell out is the proposed location; just a block away from local favorite and Great American Beer Festival gold medal winning Monkey Paw Brewing and Pub. While I do not know their reactions to the news, I do know this: Monkey Paw Owner Scot Blair and Head Brewer Cosimo Sorrentino are two of the best the San Diego independent beer community could hope to have on the front lines for this battle. These are two people that I will always have the backs of and the San Diego indie beer community will be right there with me.
InBev just brought a knife to a gunfight.
Cheers and remember to keep your money local,