So I’m admittedly a little late to this discussion so my apologies. But in my defense I just woke up from the coma that the Super Bowl put me in. Boom, Roasted!
And maybe that’s the best segue considering the only real drama that seemed to occur on Super Bowl Sunday was the twitter outrage that erupted after Dylan single-handedly took down America with his shill for Chrysler. That’s right, the hippies were outraged, the hipsters were outraged, the Craft Brewers were outraged, and anyone with a good sense of quality entertainment was outraged. And to me, the latter were the only group with a justification. Because as Amy Davidson writes in her New Yorker piece, the real issue isn’t what was said or the fact that Dylan said it. The real issue is just how boring and poorly made the commercial was. The writing and editing for Chrysler’s Ad was the equivalent of shitty truffle oil. Even the finest ingredients and the best chef don’t stand a chance if you dump fucking truffle oil on everything!
Out of all of the noise, the thing that confused me the most is just how bizarrely offended the craft brewing world seemed to be regarding the now infamous line of “Let Germany Brew Your Beer”. I have to reference another great write-up on this from Matthew Yglesias over at the Slate and also thank Nobler Joe Anzalone, our official roving reporter for sharing it with me. You see, the history of how the American beer industry came to be is quite easy to explain. Prohibition may have ended in the thirties but the laws and legislation remained outdated for years. Big, powerhouse manufacturing and distribution monsters like Budweiser were the natural outcome of these regulations and regardless of how you feel about their taste and quality, deserve a major bit of the credit for this country’s economic development and the now crucial infrastructure that lets us get our hands on CRAFT beer pretty much where ever we want it.
More importantly however, the Craft Beer movement which America now prides itself on, is awesome because of how little it relies on marketing. The communities (now across the country) that support craft beer grow every year and the producers respond with more and more experimentation. We are in the midst of the craziest beer production era of all time with shit being made that sounds like someone got their PhD to create it:
The backbone of Birra Etrusca comes from two-row malted barley and an heirloom Italian wheat. Specialty ingredients include hazelnut flour, pomegranates, Italian chestnut honey, Delaware wildflower honey and clover honey. A handful of whole-flower hops are added, but the bulk of the bitterness comes from gentian root and the sarsaparilla-like Ethiopian myrrh resin. – Dogfish Head Brewery
So why the hell do any of you craft beer lovers/producers give a crap what Chrysler says about beer; American, German or otherwise. Would I choose a stein of delicious German draft over a pint of Budweiser? Yeah, sure. But Dylan’s shitty Chrysler commercial has nothing to do with that. It’s about selling cars and at the very least creating a conversation where Chrysler get’s mentioned more often than they did yesterday. And for that, they have won, and we have lost. So drink your American Craft Beer and Don’t Think Twice, It’s Alright.