Barrel-Aged Stout and Selling Out : Goose Island, Anheuser-Busch, and How Craft Beer Became Big Business.

Format:

Book

Author/Creator:

Noel, Josh.

Language:

English

Subjects (All):

Goose Island Brewery.

Anheuser-Busch, Inc.

Beer industry--United States.

Microbreweries--United States.

Physical Description:

1 online resource (410 pages)

Edition:

1st ed.

Other Title:

Barrel-Aged Stout and Selling Out

Place of Publication:

Chicago : Chicago Review Press, 2018.

Summary:

In 2011 Goose Island, a family-owned Chicago brewpub, was sold to Anheuser-Busch InBev, the biggest beer company in the world. The sale forced the craft beer industry to reckon with its growing mainstream appeal and a popularity few envisioned. Anheuser-Busch InBev went on to buy nine more American craft breweries, each sale sparking questions anew. With Goose Island as its flagship brand, Anheuser-Busch InBev stood poised to the become the largest producer of craft beer in the United States, leaving the industry's original innovators to grapple with the transition from scrappy underdog to mainstream, co-opted sensation.

Contents:

Front Cover

Title Page

Half Title

Copyright

Dedication

Contents

Prologue

Part I: Barrel-Aged Stout

1. A Brewery Was the Answer

2. "They Serve You a Budweiser, You Take One Sip and Spit It Out and Say, 'Oh My God, I'm Drinking Water'"

3."In Chicago There Are Now No Fewer than Six Breweries, of Which My Favourite Is Goose Island"

4. The Fucking With Was On

5. "It Started in Chicago as a Brewer Planted an Imaginative Seed in a Garden of Fertile Artists Aching for More Depth of Expression"

6. St. Louis, We Have a Problem

7. St. Louis, We Still Have a Problem

8. "We Have to Look Like We Have Been Here Before"

9. "They Are One of the Greatest Companies in the World, but Damn-They're Bullies"

10. Shrinking but Free

11. "They're Ready to Take It to the Next Level"

12. ITS4U

13. "They Are the King of Beers"

14. "If You Tell Me I'm-a Pay Forty-Five Dollars for a Beer, I'm-a Tell You Kiss My Beep and to Get Beep Out of My Face Before I Beat Beep"

15. "We Have to Do Something, and We've Looked at All the Possibilities"

Part II: Selling Out

16. "No Matter What Happens Monday, We'll Still Clean the Kettle"

17. "Not Fuck It Up"

18. "It Doesn't Count as a Sell Out Until You Hit 40 Million"

19. "I'm Never Going to Buy It Now, Because I Don't Consider It a Craft Brewery"

20. "People Are Looking for Us to Fuck It Up"

21. "Trust Us a Little Bit"

22. St. Louis-and Belgium and Brazil- We Have a Problem

23. "Anheuser-Busch Is Letting Us Do Our Own Thing"

24. "A Betrayal of the Spirit in Which We Started the Company"

25. "I Was the Creative Hall-the Ambitious Hall"

26. "We Are Very Happy with Our Future as a Family Owned Company and Not Looking at Any Partnerships"

27. Corporate Beer Still Sucks.

28. "If People Do the Work to Find Out That We Own These Craft Brands, God Bless 'Em"

29. "Buttery, Tart End, Undeniably Infected. Sad."

30. "You Sold Out to Big Beer-Again"

Acknowledgments

Selected Bibliography

Index

Back Cover.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781613737224

161373722X

OCLC:

1011551177