Thursday, December 8, 2022


Fake news is bad; fake beer is worse


By Len Wilcox

We’ve been hearing a lot about fake news lately. Our president has been accusing some major media outlets of using false sources, but I don’t know about that; I do know there’s a lot of websites out there that put up fake news stories to draw people in.

They are atrocious, the source of a lot of lies and misunderstandings, and as much as I hate those sites, there’s something even worse, and that’s fake craft beer.

Now, some of my best friends are craft beer drinkers. They are ashamed of me, because I’m a Keystone or Bud Light kind of guy, and my craft beer drinking friends cringe when they see me sipping on my cheap, mass produced suds. Now, when I’m in a fancy beer state of mind, I’ll switch brands and have a Coors Light — good old Colorado Cool-Aid, but that’s as far as I’ll go. But I’ve got friends that crave the latest thing from the smallest brewery they can find, and they pay a pretty good premium for it.

Craft beer is big business — with over $22 billion in sales last year — but it is defined as beer made and sold by small, independent breweries. And that’s where fake Craft Beer comes in.

Turns out, the marketing folks at Walmart have heard of this craze, too. One summer, they starting marketing some craft-looking beers under the Trouble Brewing company label. They were brands like Red Flag Amber, Cats Away IPA, Round Midnight Belgian White and so on.

As it turns out, Trouble Brewing doesn’t actually exist, according to an investigation done by The Washington Post. They say the beers were actually produced by the Genesee Brewing Company, a major manufacturer back East. In fact, they are the 6th largest beer maker in the country.

There was a lot of outrage in the craft beer world when this story came out. A beer lover from Ohio is reportedly suing Walmart for false advertising. He said that the fact that Trouble Brewing does not exist, and the placement of these false craft beers next to real craft beer on store shelves, made people think they were getting a craft beer when they weren’t.

I’m just going to enjoy my Colorado Cool-Aid a little more now…

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3 years ago

What??? The Walton family (who are NOT in the business of being poor) taking advantage of a marketing opportunity??? I, too, stand aghast…

3 years ago

The person suing obviously knows nothing about beer brewing, other than how to drink it. Genesee and other brewers routinely brew other companies brands. If I have a company in the east, it’s easier for me to get another brewery in the west to brew and distribute my beer than putting mine on a truck and sending it west. I can also brew the western companies beer and keep my people employed. If the person were to tour a brewery, they might learn this. I also noticed that they didn’t say the beer tasted bad, only that it wasn’t “craft.”

But as Irv said, first world problems.

Len Wilcox
3 years ago
Reply to  Don

You got it! They thought it was just fine when they thought it was a local “craft” beer.

3 years ago

My everyday beer is MGD. However when we dine out I always try to sample a local beer. Most are surprisingly good. A few… well I have my everyday beer. To each his own. Cheers!

Len Wilcox
3 years ago
Reply to  MrDisaster

And Cheers to you!

3 years ago

O no, the trials and tribulations of living in a first world country. (And being gullible.)

3 years ago
Reply to  Irv

Yep… i’m far too pragmatic. If i like the brew and the price, I don’t care if it’s microbrew or Vat-O-Swill.

Len Wilcox
3 years ago
Reply to  Irv

reminds me of a song… “Oh Lord, won’t you buy me a Mercedes Benz…”