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"Quick, what’s the most iconic ‘90s-era Wisconsin beer, launched by a craft brewery that is the inheritor of the state’s famous local brewing tradition. If you said Spotted Cow, you got the right brewery, but today we’re talking about an even more influential beer."

"Breweries have started to embrace low-alcohol beers (at or below 3% ABV) as the newest market to exploit. The logic seems to borrow partly from the “success” of N/A beers, and partly on declining consumption. But I’m not buying it."

"Once upon a time, beer commercials were so salient in American life that they sparked merchandise—and everybody repeated them to each other. Today they’re mostly bland in that corporate way, sometimes entertaining, but wholly disconnected from the drinker or the product. What happened?"

"In recent numbers released by the Brewers Association in New Brewer magazine, we can see the performance of a number of larger “craft breweries.” Here’s a chart that shows their performance over a five-year span—along with a provocation in the title."